| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 95 === The purpose of this study is to explore whether extension similarity and conformity have the interactive effect on brand extension evaluation. The study used the experimental research and included a pretest and experiment. The purpose of pretest is to exam brand quality, familiarity, favor, similarity and digital camera specification. There are 80 samples collected in the pretest. The outcome of pretest selected two brands which are APPLE and NIKE to be our experimental manipulation. The design was a 2 (extension similarity)between-subject factors ×2 (conformity)within-subject factors, and selected three hundred students as research samples. We used one-way ANOVA to analyze the pretest and two-way ANOVA to analyze the interaction effect. Results indicate brand extensions have a positive effect on brand extension evaluation. In addition, brand extension similarity and conformity have the interactive effect on the perceived quality and the purchase intention. Nevertheless finding from the graph, when high conformity happened, high extension similarity will have better brand evaluation than low conformity. In other words, so far as high conformity consumers correspond to high conformity consumers be concerned, extension similarity still have a positive effect on the perceived quality and the brand extension evaluation.
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