| Summary: | 碩士 === 中國文化大學 === 國際貿易學系碩士班 === 97 === The purpose of this study is to explore the moderating effect of ambiguity tolerance 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 62 participants. The outcome of pretest was Canon as the high similar extension brand, and Levi’s as the low similar extension brand. The design was 2(extension similarity, high/low) between-subjects factors × 2(ambiguity tolerance, high/low) within-subjects factors design. Each experimental treatment of between-subjects factors design was assigned to 150 students randomly. The result shows that similarity was positively affect brand extension evaluation. In additional, ambiguity tolerance does have moderate effect on the positive relationship in extension similarity and brand extension evaluation. Comparatively to high ambiguity tolerance consumer, the lower ambiguity tolerance the consumer is, the more extension similarity positively affects the brand extension evalu-ation.
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