本研究旨在探討消費者品牌認同度與所有權效果分別對於契合度與品牌延伸評價之間的干擾影響。以母品牌產品以及延伸產品之間的知覺契合度為自變數，而品牌認同度以及所有權效果為干擾變數以此探討品牌認同度以及所有權效果是否分別會對消費者品牌延伸評價造成顯著影響並且再深入地去比較品牌認同度以及所有權效果何者對於消費者品牌延伸評價影響力較大。而過去在類似的研究中多以一種品牌為研究主題，而本研究挑選了兩個不同品牌概念的手錶品牌:象徵性品牌(Swatch)以及功能性品牌(Seiko)作為實驗的研究品牌以探討品牌認同感以及所有權效果在不同品牌概念的品牌延伸評價上所產生的效果是否會一樣。
本研究主要以學生族群（研究生以及大學生）為抽樣對象，透過網際網路以便利抽樣的方式進行問卷的發放，並且根據一個自變數以及兩個干擾變數將消費者分成四類，加上有兩個實驗品牌所以總共有八個種類的消費者。再利用多變量變異數分析以及成對樣本t檢定來進行實驗結果的檢測。
本研究所採用之研究方法包括：因素分析、信度分析、多變量變異數分析、單一樣本t檢定以及成對樣本t檢定。經實證分析後，本研究歸納出下列研究發現：

1. 品牌延伸產品的知覺契合度越高，會使消費者對其有較佳的延伸評價。
2. 品牌認同度會顯著的影響消費者的品牌延伸評價。
3. 品牌認同度越高，越能提昇消費者對延伸產品的評價。
4. 所有權效果對於消費者對於品牌延伸評價沒有明顯的的影響。
5. 在品牌延伸評價中，品牌認同度的影響力遠大於所有權效果的影響力。

The main purpose of this research is to explore the effect of brand identification and ownership effect on brand extension evaluation. The perceived fitness of the product of the parent brand and the extended product are considered as the independent variable, while the brand identification and ownership effect as interfering variables. In addition, the brand extension evaluation is the dependent variable to explore if the two interfering variables will build the significant effect separately to the brand extension evaluation and also explore which the main factor of these two interfering variables is. The symbolic brand “Swatch” and the functional brand “Seiko”, two brands with two different kinds of brand concept, are chosen in this study. Theses two brands are regarded as the experimental brand in order to check if the two interfering variables will create the same effect on these two brands.
This study adopts random sampling to collect data and selects student (graduate and colleague student) as the subject from the internet. In the meantime, the consumers are divided into eight groups which depend on the independent and interfering variables from two brands.
The main research methods include factor analysis, reliability analysis, MANOVA , regression analysis and the t-test to analyze the data. The results are shown as follows.

1. When the perceived fitness of the product of the parent brand and the extended product is high, consumers will have superior brand extension evaluation.
2. The brand identification will affect consumers’ brand extension evaluation significantly.
3. The higher brand identification consumers have, the greater brand extension evaluation they made.
4. The ownership effect has no significant effect upon the brand extension evaluation.
5. The effect of the brand identification is greater than the effect of the ownership effect upon the brand extension evaluation.

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