品牌延伸的成功與否通常受到原品牌與延伸品牌間的契合度的影響，若品牌延伸的方向是消費者可以很容易聯想到的方向，延伸前後帶給消費者的感覺較不驚奇，延伸後的產品項目就比較容易利用原品牌所擁有的優勢。
但在對於建立起成功品牌的企業而言，若要延伸到一個和原品牌較不相同的品牌項目，就要放棄原有的品牌優勢再去建立一個新品牌，所需要的付出的代價是相當昂貴的，因此一個為享有成功品牌的企業，為享受原有的品牌權益，面臨不一致延伸狀況要如何去克服，就是本研究所欲了解的目標。
本研究利用相異的廣告訴求內容以及廣告重複性，對不同程度的不一致延伸所產生的態度差異做為研究的目的，以實驗法的方式探討在什麼樣的廣告內容之下，面對不一致延伸的消費者會有最好的態度出現。研究結果發現當無不一致延伸時，使用單純告知與適當延伸資訊作為延伸前後聯結資源的廣告，都會有較好的態度產生，而高不一致延伸時，就必需依靠包含較多訊息的廣告內容來提供消費者做為聯結之用。而在針對廣告重複性與不一致延伸而言，本研究的實驗結果並無顯著的效果出現。

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