隨著消費市場的蓬勃發展，廠商提供多元的商品讓消費者進行選擇，如 何在眾多商品中獲得消費者的青睞，成為廠商執行品牌策略時的關鍵議題。 過去相關研究大多著重於消費者對於品牌的態度及認知，較少探討消費者與 品牌之間的依附關係，甚至是依附母品牌對於子品牌延伸評價之影響。本研 究以7-ELEVEN 及7-SELECT 為研究標的，從自我一致性理論的角度出發， 探討消費者與母品牌之間的依附關係，並將知覺契合度對於母品牌依附與子 品牌延伸評價之間關係的干擾效果納入考量。本研究以問卷調查的方式進 行，總共蒐集367 份有效樣本，並採用PLS 分析方法驗證研究架構。實證結 果顯示理想自我一致性會正向影響功能上的一致性；此外，真實自我一致性 及功能上的一致性會正向影響母品牌依附，接著，母品牌依附會進一步正向 影響子品牌延伸評價。再者，知覺契合度會干擾母品牌依附與子品牌延伸評 價之間的關係。最後，本研究提出結論與管理意涵，以作為業者執行品牌策 略時之參考。

With the fierce competition in the marketplace, firms provide a variety of products for consumers to choose. How to attract consumers’ attention has become a key issue for firms while implementing brand strategies. Most previous studies focused on consumers’ perceptions and attitudes toward the brand, rather than the relationship between brands and consumers, or the influence of parent brand attachment on sub-brand extension. By using 7-ELEVEN and 7-SELECT as research context and the self-congruity theory as the research foundation, this study explored the antecedents of brand attachment, which may further influence consumers’ brand extension evaluation. In addition, this study also explored the moderating effect of perceived fit on the relationship between brand attachment and brand extension evaluation. Questionnaire survey was used to validate research framework. By using PLS analysis with 367 usable questionnaires, the results indicated that ideal self-congruity has positive influences on functional congruity. Besides, actual self-congruity and functional congruity had positive impacts on parent brand attachment, which further influenced brand extension evaluation. Moreover, perceived fit would strengthen the positive influence of parent brand attachment on brand extension evaluation. Finally, this study proposed suggestions and managerial implications for firms to exercise their brand strategies.