A two levels of product similarity ×2 levels of brand image consistency×3 levels of ownerships factorial experiment was used to explore the ownership effects, in which consumers would evaluate brand extensions and judge parent brand after receiving brand extension information.  Evidences show that ownership effects exist in both extension and parent brand evaluation indeed.  Brand image consistency is the most influential factor for parent brand owner while product similarity is more important factor for non-users in attitude formation towards the extension.  The owners of competitive brands favor low image consistency extension more than high image consistency extension.  In evaluating parent brand, owners and non-owners differ.  It is concluded that consumers' brand extension evaluation is more like a “benefit oriented” process rather than being an “pure influncing transfer” process.