中文摘要：

通过运用2水平产品功能类似、2水平形象一致和3水平拥有者关系（母品牌拥有者、竞争品牌拥有者、未使用者）试验设计，探讨了不同消费群体对品牌延伸评价的差异性及其原因。发现延伸产品与原产品功能类似性、延伸产品与母品牌形象一致性对消费者接受延伸产品具有重要影响，但这种影响会因拥有关系而异：母品牌拥有者主要是根据形象一致，竞争品牌拥有者和未使用者主要是根据功能类似对延伸做出评价；竞争品牌使用者则对形象不一致的延伸给予更高的评价。在接触延伸信息后的母品牌评价中，母品牌拥有者的评价与功能一致性正相关，未使用者的评价与形象一致性正相关，而形象与功能一致性对竞争品牌拥有者的评价没有影响。据此推断，延伸评价不一定是一种纯粹的“情感转移过程”，而更可能是“利益追求”或“利益驱动”的过程。

英文摘要：

A two levels of product similarity ×2 levels of brand image consistency × 3 levels of ownerships factorial experiment was used to explore the ownership effects, in which consumers would evaluate brand extensions and judge parent brand after receiving brand extension information. Evidences show that ownership effects exist in both extension and parent brand evaluation indeed. Brand image consistency is the most influential factor for parent brand owner while product similarity is more important factor for non-users in attitude formation towards the extension. The owners of competitive brands favor low image consistency extension more than high image consistency extension. In evaluating parent brand, owners and non-owners differ. It is concluded that consumers＇ brand extension evaluation is more like a ＂benefit oriented＂ process rather than being an ＂pure influncing transfer＂ process.