本研究探討消費者對原品牌及品牌延伸的認知，對於品牌延伸產品購買意願之影響。本研究由消費者挑選整體評價高的真實品牌產品，再探討消費者認為這些原品牌可擴充到那些產品，也調查其對原品牌及品牌延伸之屬性聯想。消費者對原品牌之態度，由其對產品屬性的重視程度，以及對原品牌各屬性之評價而獲得。自變數包括消費者對原品牌之態度、原有資源之移轉性、原品牌擴充至品牌延伸之困難性、消費者以目視或須經使用來評估產品、產品知識，以及原品牌與品牌延伸之相似性等，以這些自變數檢定其對品牌延伸購買意願之影響。由LISREL檢定之結果發現，當消費者對原品牌態度愈佳、消費者認為原品牌之原有資源對品牌延伸愈有幫助、消費者對品牌延伸之產品缺乏知識、原品牌與品牌延伸之相似性高等情況下，消費者對品牌延伸之購買意願愈高。

The authors examine the effects of consumer perceptions toward original brands and extension products on the purchasing intentions for brand extensions. The original brands are selected on the criteria of being perceived as high quality beforehand. Brand extension products are chosen by subjects. Brand associations are obtained for the original brand and the set of brand extensions. Consumers' attitude toward the original brand is obtained by the importance weight of original product attributes and the evaluations of product attributes. The independent variables include the consumers' attitude toward the original brand, the transferability of original resources, the difficulties of brand extensions, consumers' evaluation process, product knowledge, and the similarities of original brands and brand extensions. The variables are used to test their influence on the purchasing intentions for brand extensions. The LISREL findings indicate that the purchasing intentions for brand extensions are influenced by the consumers' attitude toward the original brands, the transferability of original resources, product knowledge, and the similarities of original brands and brand extensions.