目前國內新聞媒體產業的競爭十分激烈，在微利時代的情形下，新聞媒體使用既有的新聞品牌名稱進行品牌延伸策略來增加營收的情形日益增多，但扮演社會公器角色的新聞媒體又與一般單純的消費商品不同，因此在進行品牌延伸策略時應有更為特殊的考量。此外，以往在新聞媒體產業與品牌延伸相關的研究多以探討新聞媒體集團多角化策略為主，因此本研究以品牌延伸理論來探討消費者對新聞媒體品牌延伸產品的評價，企圖彌補在新聞媒體產業中品牌延伸相關學術研究的不足，並給予欲進行品牌延伸的新聞傳播媒體一些實務上的建議。
本研究以實驗法的方式進行，自變項為產品相似性（高／低）、品牌寬度（窄／寬）、新聞品牌強度（強／弱），應變項則為消費者對新聞品牌延伸產品的整體評價。研究結果發現，在新聞品牌強度方面，與品牌強度文獻具有一致的結果，即強勢新聞品牌比弱勢的新聞品牌具有較具有進行品牌延伸的能力。然而，與品牌延伸相關研究不同的結論為產品相似性和新聞媒體集團既有的品牌寬度不會影響消費者對於新聞品牌延伸產品的評價，且產品相似性與品牌寬度之間並未出現顯著的交互作用。
根據上述研究結果，本研究的實務建議為由於新聞媒體品牌屬於聲望性品牌，因此不論新聞媒體集團的品牌寬度為何，新聞媒體品牌皆具有發展與新聞媒體具有高相似性或是低相似性的新聞品牌延伸產品的潛力，而在選擇低相似性的新聞品牌延伸產品時，應挑選與新聞媒體共享類似的文化服務概念的產品。另外，強勢新聞媒體品牌可善用品牌強度的優勢進行品牌延伸，而弱勢的新聞品牌則應致力於提昇新聞內容品質及自身的正面品牌形象，這將有助於提高消費者對於新聞產品的態度，及利於未來進行品牌延伸或是其他經營策略。

The competition for current internal news media industry is intense. Due to the trend of micro profit, there are more and more news media companies begin to use brand extension strategy with existing news brand to increase their revenue. However, news media acts as public service, and that is why news media has to show more discretion in brand extension strategy than ordinary consumer goods. The diversification strategy on the previous research of news media industry and brand extension was the main subject. Therefore, this research focuses on the consumer evaluation of news media brand extension products by branding extension strategy and attempts to make up for the inadequacy on relative brand extension research of news media industry. Also, this research gives some practical suggestions to news media companies that want to do the brand extension strategy.
This research is working by experimental method. Three independent variables are product similarity (high/low), brand breadth (narrow/broad), news brand strength (strong/weak). The dependent variable is the consumer evaluation on the product of news media brand extension. The result indicates there is the same conclusion at the strength of news branding and of branding on the past literature. That is to say, the stronger news brand has more abilities to do branding extension than the weaker one. However, there is one point different from the past studies. The product similarity and the existing brand breadth of news media do not influence the consumer evaluations on the products of news media brand extension and do not have interaction.
According to all of the above, this research could give some practical suggestions. First, news media brand is prestige-oriented brand. Whatever existing breadth of news media has potential for developing the product of news brand extension which has higher or lower similarity to news media. While choosing the lower similarity on the product of news brand extension, the product sharing the culture service concept as news media is better. And then, the stronger news media brand takes advantage of the superiority on its branding strength to do the extension. The weaker news media brand makes effort in the news quality and its own positive image. Those will be helpful for customer to take better attitude toward the news media products and beneficial to do branding extension in the future or others management strategy.

中文部份
王旭、莫季雍、湯允一（1999，6月）。＜媒介表現：關於新聞可信度的討論與測量＞，「1999中華傳播學會研討會」，台北。
尼爾森媒體研究（2008，1月29日）。尼爾森媒體研究調查：2007年台灣廣告量萎縮5％。上網日期：2008年2月20日。網址：
http://tw.cn.nielsen.com/site/news20080128.htm
李瞻（1991）。《新聞學》。台北市：三民。
浩騰媒體（2007，10月5日）。〈台灣報業發展概況〉。上網日期：2008年2月21日，取自「全球華文行銷知識庫」
http://www.cyberone.tw/ItemDetailPage/MainContent/05MediaContent.aspx?MMMediaType=OMMEDIA&MMContentNoID=44911
陳嘉爵（1996）。《選舉期間電視新聞可信度比較之研究》。文化大學新聞研究所碩士論文。
葉恆芬（2000）。《網路媒體可信度及其影響因素初探研究－以台灣地區網路使用者為例》。中正大學電訊傳播研究所碩士論文。
蔡文英（2007年9月16日）。〈今日美國報搞直營店〉，《蘋果日報》，A26。
施凱瑜（2005）。《品牌優勢、產品屬性、延伸契合度與所有權狀態對母品牌態度的回饋效果之探討—以聯合報與蘋果日報為例》。中山大學傳播管理研究所碩士論文。

英文部份
Alba, J. W. and Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454.
Aaker, D. A. (1990). Brand extensions : The good, the bad, and the ugly. Sloan Management Review, 31(4), 47-56.
Aaker, D. A., and Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
Aaker, D. A. (1996). Measuring brand equity across product and markets. California Management Review, 38(3), 102-120.
Abelman, R., Atkin, D. and Rand, M. (1997). What viewers watch when they watch TV: Affiliation change as case study. Journal of Broadcasting & Electronic Media, 41(3), 360-379.
Armstrong, G., and Kotler, P. (2003). Marketing : An introduction (6th ed.). Upper Saddle River, NJ : Prentice Hall.
Aaker, D. A. (2004). Brand portfolio strategy: Creating relevance, differentiation, energy, leverage, and clarity. New York: Free Press.
Boush, D. M., and Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16-28.
Broniarczyk, S. M., and Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 31(2), 214-218.
Bridges, S., Keller, K.L. and Sood, S. (2000). Communication strategies for brand extensions: enhancing perceived fit by establishing explanatory links. Journal of Advertising, 29(4), 1-11.
Bird, S.E. (2000). Audience demands in a murderous market: Tabloidization in U.S. television news. In Colin Sparks and John Tulloch (Eds.), Tabloid tales: Global debates over media standards (chap11, pp.213-228). USA: Rowman & Littlefield Publishers, Inc.
Bhat, S. and Reddy, S. K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53(3), 111-122.
Bottomley, P. A. and Holden, S. J. S. (2001). Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, 38(4), 454-600.
Consumer Behavior Seminar. (1987). Affect generalization to similar and dissimilar brand extensions. Psychology and Marketing, 4(3), 225-237.

Chan-Olmsted , S. and Kim, Y. (2001). Perceptions of branding among television station managers: an exploratory analysis. Journal of Broadcasting & Electronic Media,45(1), 75-91.
Croteau, D. and Hoynes, W. (2001). The business of media: Corporate media and the public interest. Pine Forge Press.
Dacin, P. A., and Smith, D. C. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2), 229-242.
Downie, Jr. L. and Kaiser, R. G. (2002). The News about the news: American journalism in peril. Random House, Inc
Fiske, S.T. (1982). Schema-triggered affect: Applications to social perception. In M.S. Clark and S.T. Fiske (Eds.), Affect and cognition: The 17th annual carnegie symposium on cognition (chap. 3, pp.55-78). Hillsdale, NJ: Lawrence Erlbaum Associates.
Fiske, S. T. and Pavelchak, M. A. (1986). Category-based versus piecemeal-based affective responses: Developments in schema-triggered affect. In Richard W. Sorrentino and E. Tory Higgins (Eds.), The handbook of motivation and cognition: Foundation of social behavior (chap7, pp.167-203). New York: Guilford Press.
Feldman, J. M. and Lynch, J. G. Jr. (1988). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of Applied Psychology, 73(3), 421-435.
Goldsmith, R. E. and Emmert, J. (1991). Measuring product category involvement: A multitrait-multimethode study. Journal of Business Research, 23(4), 363-371.
Gürhan-Canli, Z. and Maheswaran, D. (1998). The effects of extension on brand name dilution and enhancement. Journal of Marketing Research, 35(4), 464-473.
Grime, I., Diamantopoulos, A. and Smith, G. (2002). Consumer evaluations of extensions and their effects on the core brand: Key issues and research propositions. European Journal of Marketing, 36(11/12), 1415-1438.
Keller, K. L., and Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35-50.
Jim, M. (1999, June 14). Networks play in a brand new brand game. Electronic Media, 18(24), 33.
Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Kotler, P. (2000). Marketing management. New Jersey: Prentice-Hall, Inc.
Keller, K. L. (2003). Strategic branding management: Building, measuring, and managing brand equity (2nd ed.). New Jersey: Pearson Education, Inc.
Keller, K. L. and Lehmann, D.R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.
Laurent, G. and Kapferer, J. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41-53.
Loken, B., and John, D. R. (1993). Diluting brand beliefs: When do brand extensions have a negative impact? Journal of Marketing, 57(3), 71-84.
Lane, V. R. (2000). The impact of ad repetition and ad content on consumer perceptions of incongruent extensions. Journal of Marketing, 64(2), 80-91.
Meyer, P. (1988). Defining and measuring credibility of newspapers: Developing an index. Journalism Quarterly, 65(3), 567-588.
Meyers-Levy, J. and Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1), 39-54.
Muthukrishnan, A. V. and Weitz, B. A. (1991). Role of product knowledge in evaluation of brand extension. Advances in Consumer Research, 18(1), 407-413.
McWilliam, G. (1993). The effect of brand typology on brand extension fit: Commercial and academic research findings. European advances in consumer research, 1, 485-491.
Milberg, S. J., Park, C. W., and McCarthy, M. S. (1997). Managing negative feedback effects associated with brand extensions: The impact of alternative branding strategies. Journal of Consumer Psychology, 6(2), 119-122.
McQuail, D. (2000). Mass Communication Theory. Sage Publications.
Meyvis, T. and Janiszewski, C.(2004). When are broader brands stronger brands? An accessibility perspective on the success of brand extensions. Journal of Consumer Research, 31(2), 346-357.
Nicholas, S. (2004, August 23). The art of valuing media brands. Multichannel News, 25(34), 45.
Nijssen, E. J. and Agustin, C. (2005). Brand extensions: A manager’s perspective. Journal of brand management, 13(1), 33-49.
O’Keffe, D. J. (2002). Persuasion: Theory and research (2nd ed.). Sage Publications.
Oyedeji, T. A. (2007). The relation between the customer-based brand equity of media outlets and their media channel credibility: An exploratory study. The International Journal on media management, 9(3), 116-125.
Park, C. W. and Lessig, V. P. (1981). Familiarity and its impact on consumer decision biases and heuristics, Journal of Consumer Research, 8(2), 223-230.
Picard, R. G. (1989). Media economics: Concepts and issues. Sage Publications.
Park, C. W., Milberg, S., and Lawson, R. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18(2), 185-193.
Paletz, D. L. (1999). The media in American politics: Contents and consequences. NY: Longman.
Pham, M. T. and Avnet, T. (2004). Ideal and oughts and the reliance on affect versus substance in persuasion. Journal of Consumer Research, 30(4), 503-518.
Reddy, S. K., Holak, S. L. and Bhat, S. (1994). To extend or not to extend: Success determinants of line extensions. Journal of Marketing Research, 31(2), 243-262.
Rosch, E. & Mervis, C.B. (1975). Family resemblances: Studies in the internal structure of categories. Cognitive Psychology, 7, 573-605.
Reast, J. D. (2005). Brand trust and brand extension acceptance: The relationship. Journal of Product and brand management, 14(1), 4-13.
Smith, D. C., and Park, C. W. (1992). The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research, 29(3), 296-313.
Scheinin, D. A. and Schmitt, B. H. (1994). Extending brands with new product concepts: The role of category attribute congruity, brand affect, and brand breadth. Journal of Business Research, 31(1), 1-10.
Sparks, C. (2000). Introduction: The panic over tabloid news. In Colin Sparks and John Tulloch (Eds.), Tabloid tales: Global debates over media standards(pp.1-40). USA: Rowman & Littlefield Publishers, Inc.
Swaminathan, V., Fox, R. J. and Reddy, S. K. (2001). The impact of brand extension introduction on choice. Journal of Marketing, 65(4), 1-15.
Shular, S. (2005, May 16). Creating a media brand. Marketing Magazine, 110(18), 25.
SjÖdin, H. and TÖrn, F. (2006). When communication challenges brand associations: A framework for understanding consumer responses to brand image incongruity. Journal of Consumer Behaviour, 5(1), 32-42.
Tauber, E. M. (1981). Brand franchise extension: New product benefits from existing brand names. Business Horizons, 24(2), 36-41.
Tauber, E. M. (1988). Brand leverage: Strategy for growth in a cost-control world. Journal of Advertising Research, 28(4), 26-30.
Turpin, D. (2005). How far can you stretch your brands. Perspectives For Managers, 124, 1-4.
Underwood, D. (1993). When MBAs rule the newsroom: How the marketers and managers are reshaping toady’s media. NY: Columbia University Press.
Völckner, F. and Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70(2), 18-34.
West, M. D. (1994). Validating a scale for the measurement of credibility: A covariance structure modeling approach. Journalism Quarterly, 71(1), 159-168.
Zhang, S. and Sood, S. (2002). Deep and surface cues: Brand extension evaluation by children and adults. Journal of Consumer Research, 29, 129-141.