| Summary: | 碩士 === 中國文化大學 === 國際貿易學系碩士班 === 95 === The purpose of this study is to explore the moderating effect of self-monitoring on the relationship between extension similarity and brand extension evaluation. The study used the experimental research including a pretest and final experiment. The purpose of pretest is to select core brands (high similarity/low similarity, high-awareness, high-quality, same preference). The usable samples consisted of 72 participants. The outcome of pretest was Apple as the high similar extension brand, and NIKE as the low similar extension brand. The experiment was 2(extension similarity, high/low) between-subjects factors × 2(self-monitoring, high/low) within-subjects factors design. Each experimental cell of between-subjects factors design was assigned to 150 students of Chinese Culture University randomly. Total collected samples were 246. We used average scores of self-monitoring with plus/minus 0.5 standard error to divide into the high/low group of self-monitoring. Results indicated that similarity was positively affect brand extension evaluation. In additional, the interactive effect between similarity and self-monitoring on the perceived quality and purchase intension were significant. The authors discussed the implications for theory and managerial practice.
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