品牌對一家廠商而言是一項非常重要的資產。而廠商對於後續新產品要引進市場時，常偏好以品牌延伸的策略將新產品引進市場。過去十幾年的時間，學者致力於探討與發展消費者的態度與品牌延伸的實證線索。而研究主題大多以影響消費者品牌延伸態度形成的影響因素以及品牌延伸態度形成後對於購買行為的影響。但是中間的轉移過程，即原品牌態度如何轉移到品牌延伸上的過程卻無相關的研究。所以本研究主要的動機是補足這項在研究上與實務應用上的缺口。另外，本研究欲瞭解不同類型的消費者，其轉移過程是否不同。此為本研究第二個研究動機。因此本研究的目的是以「類比學習理論」中所提及的三階段學習過程（即取回、映對與轉移三個階段），來建立一個「消費者將原品牌態度轉移至品牌延伸的過程」模式，並且探討不同類型消費者將原品牌態度轉移至品牌延伸的過程。最後以實證研究驗證此模式。
　　本研究採用國內知名品牌「Acer」來作為研究之品牌，以及「Acer 007 龐德機」作為品牌延伸，進行實證驗證。本研究之研究結論如下：
　　（1）原品牌知識取回程度高／專家程度高的消費者其品牌態度之轉移過程為：取回原品牌之相關知識→以「品牌屬性」建立原品牌與品牌延伸之間的態度關係→將「品牌屬性」轉移至品牌延伸上。
　　（2）原品牌知識取回程度低／專家程度低的消費者其品牌態度之轉移過程為：取回原品牌之相關知識→以「品牌情感」建立原品牌與品牌延伸之間的態度關係→將「品牌情感」轉移至品牌延伸上。
　　（3）在取回階段：品牌延伸與原品牌契合程度會影響消費者取回原品牌產品之相關知識。原品牌產品的使用經驗會影響消費者取回原品牌產品之相關知識。原品牌產品的涉入程度會影響消費者取回原品牌產品之相關知識。
　　（4）在映對階段：原品牌知識取回程度高／專家程度高的消費者，會使用「品牌屬性」來建立原品牌與品牌延伸之間的態度關係。原品牌知識取回程度低／專家程度低的消費者，會使用「品牌情感」來建立原品牌與品牌延伸之間的態度關係。
　　（5）在轉移階段：原品牌知識取回程度高／專家程度高的消費者，當以品牌屬性建立來建立原品牌與品牌延伸之間的態度關係時，則對於將原品牌的屬性轉移至品牌延伸上，會產生顯著性的影響。原品牌知識取回程度低／專家程度低的消費者，當以品牌情感建立來建立原品牌與品牌延伸之間的態度關係時，則對於將原品牌的情感轉移至品牌延伸上，會有顯著性的影響。
　　（6）在購買意願方面：原品牌知識取回程度高／專家程度高的消費者，將原品牌的屬性轉移至品牌延伸後，品牌屬性會影響購買行為。原品牌知識取回程度低／專家程度低的消費者，將原品牌的情感轉移至品牌延伸後，品牌情感並不會影響購買行為。

　The company’s brands is an important asset to company. So, an increasing number of companies are leveraging this asset by extending their brand names into new product areas. More than ten years in the past, the scholar was devoted to developing the relation between attitude and brand extension. The research topics focus on the influence factors of brand extension attitude formed and the influence of attitude to buying behavior. But there is no research to study how the original brand attitude transferred to the brand extend. So the motivation of this study is filled the gap. In addition, this study wants to study the transferred process different between the different types of consumers. So the purposes of this study are using “Analogy Learning Theory” to establish a “The Process of consumer transferred the original brand attitude to brand extension” model.
　This study adopts the domestic famous brand “Acer ” comes as the brand studying, and adopts “Acer 007 Pound machine” as brand extension to study. The research conclusion of this study is as follows:
　(1) The high degree of access origin brand knowledge / high degree of expert consumer, their transfer processes of brands attitudes is: Access the relevant knowledge of the original brand →Established the attitude relation between original brand and brand extension by “the attribute of the brand ”. →Transferred “the attribute of the brand” to the brand extension .
　(2) The low degree of access origin brand knowledge / low degree of expert consumer, their transfer processes of brands attitudes is: Access the relevant knowledge of the original brand →Established the attitude relation between original brand and brand extension by “the affection of the brand ”. →Transferred “the affection of the brand” to the brand extension .
　(3) During the stage of “Access”, the fit between origin brand and brand extend, the experience of product and the involvement of product will influence consumers to access the knowledge of original brand products.
　(4) During the stage of “Mapping”, the high degree of access origin brand knowledge / high degree of expert consumer, established the attitude relation between original brand and brand extension by “the attribute of the brand”. The low degree of access origin brand knowledge / low degree of expert consumer, established the attitude relation between original brand and brand extension by “the affection of the brand”.
　(5) During the stage of “Transfer”, the high degree of access origin brand knowledge / high degree of expert consumer, will transfer “the attribute of the brand” to brand extension. The low degree of access origin brand knowledge / low degree of expert consumer, will transfer “the affection of the brand” to brand extension.
　(6) In buying intention, the high degree of access origin brand knowledge / high degree of expert consumer, “the attribute of the brand” will influence the intention of buying. The low degree of access origin brand knowledge / low degree of expert consumer, “the affection of the brand” will not influence the intention of buying.

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