品牌延伸最終的成功，在於新種類有其品牌資產的達成，與核心品牌提高資產的能力。基於對實務效用之考量，本研究擬以企業角度切入，分析延伸產品與核心品牌的契合度、品牌延伸策略，如何影響消費者所評估之延伸成效；並以來源國效應（Country of Origin Effect）為調節因子，探討其調節效果如何影響品牌延伸之評價。
本研究在問卷中描述八種情境，使受試者將自己當成情境中的主角，仔細考量情境中所提供的產品及品牌資訊填答量表中的題項。研究結果發現，知覺契合度越高，消費者對品牌延伸評價越佳。而對知覺契合度影響消費者品牌延伸評價之過程，來源國效應具有調節作用。經分析後推論，即使知覺契合度越高，即使在負向的來源國效應下，消費者對品牌進行延伸評價仍高。而即使知覺契合度低，雖然在正面的來源國效應下，消費者對於品牌進行延伸評價仍高。而對品牌延伸策略影響消費者對品牌延伸評價結果不顯著。

As more and more firms realize that the brand names associated with their products or services are among their most valuable assets, the extension strategies have been becoming more and more important. Although brand extensions reduce consumer risk and lower the cost of introduction marketing programs, it can dilute core brand image. To avoid this, new brands are used. Also, firms can change the fit between core brand and extension product to control consumer perception. But firms can not guide the consumer when they are affected by different COO（Country of Origin）, how these factors affect consumer assessment of the extension are important issues.
The purpose of this study is to investigate the effects of extension strategies, fit between core brand ,and extension product on consumer’s assessment under the moderator effects of COO. The data are collected by using questionnaires, convenient sampling, and analyzed with SPSS 12. The results indicated that（1）High degree of fit affect consumer assessment positively, especially under negative COO.（2）Under positive COO, even the low degree of fit can affect consumer assessment positively. （3）New brands don’t affect consumer assessment significantly.

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