組織理論學者們的研究指出，「跨類別」將導致消費者對於產品的認知失調，進而降低其對於產品之評價與購買意願。然而，這篇研究將「品牌」加入討論，試圖研究其如何影響消費者對於跨類別產品的評價。透過Header-modifier理論架構，我們設計了四種不同的品牌情境，並以「珍奶披薩」作為跨類別產品之例子，試圖比較個別差異。此研究試圖證明「品牌聯名」有助於提升消費者對於「跨類別產品」之評價，進而消弭其認知失調的程度。研究結果顯示，（一）消費者對於強的Header-brand與強的Modifier-brand聯名的跨類別產品有較高的評價；（二）消弭消費者對與產品的認知失調，並無助於提升購買意願；（三）證實Modifier-brand 也會影響消費者對於產品的評價；（四）「無品牌策略」對於消費者評價跨類別產品時有相當正向之效果。

Scholars in the organizational theory show us that ‘category-spanning’ may lead consumers to cognitive dissonance, and therefore depress their evaluation of the product. However, this paper takes ‘branding’ into account, trying to see how ‘branding’ affects consumers’ evaluation of a category-spanning product. We demonstrate four branding scenarios on a category-spanning product – bubble tea pizza, arguing that category-spanning may cause cognitive dissonance among consumers, but co-brands with other producers may increase their evaluation of the products. The result of the research shows 1) consumer evaluation of category-spanning products with a strong header brand and a strong modifier brand is better than the other scenarios, 2) modifier brand will affect how consumers evaluate the product, 3) Better evaluation does not lead to better purchase intention, and 4) no-branding strategy may be a good move when offering a category-spanning product.

i. 論文審定書 - i
ii. Abstract in Chinese - ii
iii. Abstract in English -iii
iv. Table of Contents - iv
v. List of Figure - v
v. List of Table - v
1. Introduction - 1
2. Literature Review - 4
2.1 The Categorical Imperative - 4
2.2 Audience perspective of category spanning - 6
2.3 Producer perspective of category spanning - 6
2.4 Category Combination – Header Modifier - 7
2.5 Strategic Categorization - 9
2.6 Brand, Branding, and Brand Extension - 11
2.7 Hypothesis Development - 14
3. Data & Methods - 19
4. Results - 23
5. Conclusion - 28
6. Bibliography - 32
7. Appendix - 35

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