隨著全球化的趨勢，企業間競爭激烈，品牌間的差異越來越不明顯，消費者對於產品的需求也趨向多元化，企業必須推出新產品來滿足消費者需求，從1977到1984年之間，在120 到 175 個新品牌中,約有40%的的品牌是採用品牌延伸策略來進入新市場(Nielsen, 1985)。根據美國消費類產品的調查，企業推出新產品的成功率僅有5%；在歐洲也僅有10％，所以越來越多企業採取「品牌延伸」的方式來做企業多角化，降低新產品失敗的風險，因此品牌延伸是一個趨勢，但品牌延伸卻也可能讓企業面臨了品牌稀釋的問題。此外，過往研究指出，消費者在購買及評價產品的時候，品牌知名度是作為優先考慮的重要指標，有較高品牌知名度的產品會有較高的市占率以及較正面的評價，因此學生想要探究這個結果在品牌延伸的情況下是否也成立。而品牌延伸主題的文獻較多著墨在探討延伸品牌與母品牌的配適度研究，因此本研究多加入品牌知名度這個變數，並探討品牌知名度與配適度對消費者購買意願的影響。根據天下雜誌的「金牌服務業調查」中，無印良品為「跨行業排名」第一名，因此無印良品成為讓消費者信任及喜愛的品牌，因此本研究將以Café&Meal MUJI為例來探討。本研究分別在臉書社群以及MoPTT來發放，整體來說，自民國106年4月初開始發放，最後回收了263份問卷，並使用敘述性統計、因素分析、信度與效度分析和相關分析，最後用迴歸分析進行樣本分析和驗證假設，經由研究結果發現：
品牌延伸之品牌知名度對於品牌態度有顯著且正面的影響。
品牌延伸之品牌配適度對於品牌態度有顯著且正面的影響
品牌延伸之品牌態度對於購買意願有顯著且正面的影響
而品牌態度在品牌知名度、品牌配適度與購買意願之間也具有中介效果。

With the trend of globalization, Enterprises face the drastic competition. The difference between different brands are not obvious. Besides, consumer’s demand for products are also diversified, so companies must release new products to meet their need. According to the US FMCG products survey, only 5% company launched a new product successfully; Europe only in 10%. So more and more enterprises implement “brand extension” to do business diversification. It can help enterprises reduce the risk of failure. But, brand extension may also let enterprises face the problem of brand dilution. In addition, past studies had pointed out that when consumer evaluate certain product, brand awareness is an important indicator. So I’m interested that whether this situation is also established on brand extension. Therefore, I increase the variable of brand awareness to explore the impact of brand extension’s product in perceived fit and brand awareness on purchase intentions. According to the "Gold Medal Service Survey" from CommonWealth magazine, MUJI won the first prize in "cross-industry rankings". It means that MUJI became the consumers’ favorite brand and let consumers trust in MUJI. So this study will use Café & Meal MUJI as an example. The results of the research are as following:
(1) Brand awareness has a positive and significant impact on brand attitude. (2) Brand perceived fit has a positive and significant impact on brand attitude. (3) Brand attitude has a positive and significant impact on purchase intention.
Keywords: Brand extension, brand awareness, brand perceived fit, brand attitude, purchase intention

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