中文摘要：

虽然品牌延伸在近10年成为市场营销领域重要的研究方向，并且品牌延伸的态度转移模型获得了广泛认同（态度转移模型认为当延伸产品与品牌相似时，消费者对品牌的态度会转移至延伸产品），但是将品牌延伸应用于旅游市场，研究目的地品牌延伸的实证研究依然缺乏。通过借鉴市场营销领域品牌延伸成功因素的研究，考察了感知相似性和目的地品牌态度对品牌延伸成功的影响。对调查数据的结构方程模型分析结果显示：感知相似性决定了品牌延伸的成功；在相似延伸时，目的地品牌态度会影响品牌延伸成功和感知相似性。

英文摘要：

Brand extension evaluations which were based on an attitude- transfer model was important research domain in the last decade and widely accepted. This model suggested that when an extension fitted with the brand,a consumer＇s attitude toward the brand would transfer to her attitude toward the extension. But empirical research linking destination brand extension was surprisingly vacant. By drawing upon the research of brand extension＇s successful factors in marketing,this paper attempted to explore the relationship between perception of extension similarity, attitudes toward destination brand and brand extension success. Supported with SEM analysis based on survey data,findings indicated that perception of extension similarity was the strongest determinant of extension success and attitude toward destination brand positively affected extension successful and perception of extension similarity only when congruent brand extension.