（一）中文部分
台灣啤酒官方網站。http://beer.ttl.com.tw/02aboutus/abo_a_main.aspx
江介騰（民98）。廣告代言人性別對廣告效果影響之研究。中國文化大學新聞研究所碩士論文。余長晏（民100）。產品與廣告代言人形象一致性效果探討─實驗設計法。國立成功大學企業管理研究所碩士論文。吳萬益（民89）。企業研究方法。台北：華泰圖書出版公司。
李亞倫（民93）。《兩岸廣告訴求與媒體類行對廣告效果影響之研究》。大葉大學國際企業管理所碩士論文。
李孟澂（民88）。台北市高職生飲酒行為意向及相關因素研究。國立臺灣師範大學衛生教育研究所碩士論文李豪傑 （民93）。泰雅族 (太魯閣群) 青少年飲酒行為意向及其影響因索之研究─以花蓮縣秀林國中為例。慈濟大學原住民健康研究所碩士論文。李鑫鋒（民98）。品牌老化與品牌再造之研究。國立政治大學國際經營與貿易研究所碩士論文。林佳靜（民95）。影響青少年飲酒行為之調查研究─以台灣南部地區在學青少年為例。弘光學報，49，173-182。林倩如（民91）。品牌知名度、產品涉入程度與自我監控對廣告效果之影響。淡江大學國際貿易學系碩士論文。邱皓政（民98）。量化研究與統計分析。台北：五南。
胡崇偉、李明俊、周建智（民99）。影響大專運動員飲酒行爲之因素探究。體育學報，43(3)，63-78。
倪俊忠（民98）。廣告訴求方式對衝動性購買之比較研究。淡江大學企業管理學系研究所碩士論文。徐玉榮（民98）。不同性別運動員代言人對消費者可信度、廣告效果及購買意圖影響之研究。國立中正大學運動與休閒教育所碩士論文。徐靜儀（民91）。廣告訴求對廣告效果影響之研究——以網頁廣告為例。私立東吳大學企業管理研究所碩士論文。祝鳳岡（民85）。廣告理性訴求策略之策略分析。廣告學研究，8，1-26 頁。張式宏（民97）。品牌組合分析架構之建立與探討-以台灣菸酒公司產品為例。輔仁大學餐旅管理學系碩士論文。張芮萱（民96）。廣告代言人性別與可信度對廣告效果影響之研究：以啤酒及衛生棉為例。朝陽科技大學企業管理系碩士論文。
張芳慈（民93）。宜蘭縣高職學生酒精期望、社會功能與飲酒行為之相關研究。國立台灣師範大學衛生教育學系碩士論文。莊陞漢（民93）。尚青？台灣啤酒的消費文化（2000-2004）。國立台灣大學國家發展研究所社會組碩士論文。陳芯佩（民92）。贊助活動與贊助品牌間的一致性對贊助效果之影響。國立政治大學廣告研究所碩士論文。黃仁韋（民99）。Lounge Bar消費者休閒動機與滿意度之研究─以高雄市為例。國立高雄大學高階經營管理碩士論文。黃柏翔（民95）。代言適配性對代言人可信度及廣告效果之影響。政治大學國際貿易研究所碩士論文。黃靖雅（民99）。直銷商休閒動機及休閒類型關係之研究。立德大學休閒管理研究所碩士論文。黃馨瑤（民88）。內容網站型態與橫幅廣告表現方式對廣告效果之影響。國立政治大學資訊管理研究所碩士論文。楊緒永（民98）。品牌形象、知覺價值、口碑、產品知識與購買意願之研究─以手機為例。南華大學企業管理系管理科學碩士論文。葉上豪（民94）。企業投入運動贊助之形象移轉研究。國立台灣大學商學研究所碩士論文。葉美玉、陳雅欣（民96）。原住氏青少年飲酒的認知模式一飲酒效果預期與拒洒自我效能的影響。衛生教育學報，27，177-194。劉美媛、周碧瑟（民90）。台灣在校青少年飲酒盛行率與相關因素的探討。台灣衛誌，20(2)，143-152。蘇相穎（民96）。產品類型與新奇屬性類型之產品不一致性對產品再認和態度的影響─以消費者創新性為調節變項。國立政治大學廣告所碩士論文。（二）英文部分
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