本研究旨在探討品牌概念在延伸相似度對品牌延伸評價之影響中之角色。品牌概念分為功能性概念與象徵性概念。以實驗設計收集資料。雖然結果顯示，無論品牌概念為何，相似性高的延伸評價均較相似性低的延伸評價高。但是交互效應顯示品牌概念調節原產品與延伸產品相似性對之延伸評價之影響。即品牌概念為功能性品牌下相似性高之延伸評價與相似性低之延伸評價之差距，大於象徵性品牌下二者之差距。

The present study focuses on the role of brand concept in the relationship between similarity and the evaluation of brand extensions. Brand concept includes functional concept and symbolic concept. Data were collected through an experiment. The results indicate that the evaluation for the high-similar extension is more favorable than the low-similar extension in both functional concept and symbolic concept conditions; however, brand concept moderates the above effects. That is, the difference of extension evaluation between the high-similar extension and the low-similar extension under the functional concept condition is more than that under the symbolic concept condition.