| Summary: | 碩士 === 中國文化大學 === 國際貿易學系碩士班 === 98 === The purpose of this study is to examine the moderating effect of self-consciousness on the relationship between extension similarity and brand extension evaluation. The study used the experimental method including a pretest and final experiment. The purpose of pretest is to select core brands (high/low similarity、consistent quality, awareness and preference). The usable samples consisted of 70 participants. The result of pretest showed Canon as the high similar extension brand, and Levis as the low similar extension brand. The research conducted with virtual scenario and advertisement handbill to manipulate the extension similarity levels. The final experiment used 2(similarity, high/low) between-subjects factors × 2(self-consciousness, high/low) within-subjects factors design. Each experimental treatment of between-subjects factors design was assigned to 150 college students randomly. Results indicated that similarity was positively affect brand extension evaluation. In additional, the interactive effect between similarity and self-consciousness on the perceived quality and purchase intension was significant. In other words, the low self-consciousness consumers compared to those of high self-consciousness, their perceived extension similarity more positively affect their brand extension evaluation.
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