| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 94 === As more and more firms realize that the brand names associated with their products or services are among their most valuable assets, the extension strategies
have been becoming more and more important. Although brand extensions reduce consumer risk and lower the cost of introductory marketing programs, it can dilute core brand image. To avoid this, new brands are used. Also, firms can change the fit between core brand and extension product to control consumer perception. But firms can not guide the consumer when they are affected by different COO（country of origin） and PI（product involvement）, how these factors affect consumer assessment of the extension are important issues.
The purpose of this study is to investigate the effects extension strategies and fit between core brand and extension product on consumer’s assessment under the
moderator effects of COO and PI. The data are collected by using questionnaires and convenient sampling, and analyzed with SPSS 11.5. The results indicated that,（1）High degree of fit affect consumer assessment positively, especially under negative COO.（2）Under positive COO, even the low degree of fit can affect consumer assessment positively. （ 3 ）New brands affect consumer assessment positively,especially when consumers are in low PI
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