关于品牌延伸的效果评价是国内外理论和企业界十分关注的问题。本研究着眼于消费者特征及延伸产品与母产品的属性联系,探讨两者对消费者品牌延伸评价是否存在交互作用,采用被试间实验设计的方法进行实证研究,结果发现在品牌延伸评价中的确存在消费者特征和延伸产品与母产品的属性联系的交互作用。 The evaluation of the effect of brand extension is a topic of great concern both at home and abroad for theory and business. This study focuses on the characteristics of consumers and the attribute relationship between extended products and parent products, and explores whether there is interaction between the two on consumer brand extension evaluation. Empirical research is conducted by the inter-experimental design method. The results show that in the brand extension evaluation There is indeed an interaction of consumer characteristics and attribute links extending the product to the parent product.