本研究主要目的在於探討已上市品牌延伸的成敗對原品牌能力認知之影響，以及 原品牌強度、已上市品牌延伸成敗、擬上市品牌延伸與原品牌之相似性、擬上市品牌延伸 產品知識等，對於擬上市品牌延伸產品購買意願之影響。 採取 2( 原品牌強度 ) × 2( 已 上市品牌延伸成功或失敗× 2( 擬上市品牌延伸與原品牌相似性高或低 )×2( 產品知識高低 ) 的實驗設計， 其中前三個因素 (原品牌強度、已上市成敗、相似性高低 ) 採組間差異設 計， 共有八個組別，各組分別看不同的情境設計，第四個因素 (產品知識高低 ) 則探組內 差異設計。結果發現，已上市品牌延伸之成敗會影響消費者對原品牌之能力認知，以及對擬 上市品牌延伸之購買意願；原品牌強度與擬上市品牌延伸之產品知識，對擬上市品牌延伸購 買意願有顯著之互動作用。

　　　　　The authors examine the effects of brand characteristics and product knowledge toward the purchasing intentions of brand extensions. Specifically, the success of intervening brand extension, brand strength of original brand, similarity of original brand and new extensions. and knowledge of extension product, are hypothesized to affect purchasing intentions of new extensions. The study i sa 2 × 2 × 2 × 2mixed design with two levels of brand strength(strong or weak),two levels of intervening brand extensions(success or failure),two levels of similarity(similar or dissimilar) , and two levels of product knowledge(familiar or unfamiliar).The findings incicate a successful intervening extension will increase the evaluations of original brand, and the purchasing intentions of new extension. The brand strength of original brand and knowledge of extension product will jointly influent the pruchasing intentions of new extension.