采用了艾柯和凯勒构造的品牌延伸评价的主要因素模型,选用中国产品品牌作为研究对象,分析中国消费者对我国产品品牌延伸态度。研究结果表明,影响品牌延伸态度的因素主要由消费者对原产品质量的认知和原产品与延伸产品的相关性即转移性、替代性和互补性构成。研究结果对中国企业应如何采取品牌延伸的策略提供了依据。 It uses the model of the main factor of the brand extension evaluation constructed by Eco and Keller, chooses the Chinese product brand as the research object, and analyzes the Chinese consumers’ attitudes towards the brand extension of our country. The results show that the factors influencing the brand extension attitude mainly consist of consumers’ cognition of the quality of the original product and the correlation between the original product and the extended product, ie, transfer, substitution and complementarity. The results provide a basis for how Chinese enterprises should take the strategy of brand extension.