過往的文獻指出消費者在挑選有品牌的產品時，會將品牌的性別屬性是否符合自身性別的角色認知視為重要的參考依據(Alreck,1994; Jung and Lee, 2006)。本研究透過前測選出最具男性化風格的代表品牌─BOSS與最具女性化風格的代表品牌─Chanel，虛擬組成「BOSS-Chanel」的雌雄同體共品牌進行驗證。本研究共發放270份問卷，除了探討兩品牌形象契合度與總體契合度的關係外，亦探討了總體契合度對雌雄同體共品牌評價的影響，以及自我建構與自我複雜度二變數，對雌雄同體共品牌評價的影響。研究結果顯示：（一）雌雄同體共品牌的品牌形象契合度與總體契合度具正相關；（二）品牌的總體契合度對於雌雄同體共品牌的評價具有正向影響；（三）相依我對雌雄同體共品牌的評價會顯著大於獨立我；（四）自我複雜度越高，對雌雄同體共品牌的評價也越高。

It is pointed out (Alreck, 1994; Jung and Lee, 2006) that whether the gender attribute of a brand goes with consumers' gender perception is an important factor for a consumer to buy or not to buy products of the specific brand. In our pretest, we determine BOSS as the masculine representative brand and Chanel as the feminine representative brand. The virtual BOSS-Chanel is the androgynous co-brand under our investigation. From 270 received questionnaires, we examine the relationships among brand image fitness, overall fitness, self-construal, self-complexity, and androgynous co-brand evaluation. The findings are as follows: (1) Brand image fitness is positively related to overall fitness. (2) The overall fitness positively affects androgynous co-brand evaluation. (3) Consumers with interdependent self construal have higher androgynous co-brand evaluation than those with independent self construal. (4) The self-complexity is positively related to androgynous co-brand evaluation.