1.王德剛,品牌概念形象、廣告策略與品牌權益之關係,民85,東吳大學企業管理研究所碩士論文。2.中華徵信所著,市場調查手冊,民85,台北:中華徵信所。
3.李怡寬,影響品牌延伸領域及消費者對品牌延伸評估因素之研究,民83,中央大學企業管理研究所碩士論文。4.Joe Marconi著,李宛蓉譯,品牌行銷:創造出價值與魅力來,民88,台北:麥田。
5.David A. Aaker著,沈雲驟、湯宗勳譯,品牌行銷法則──如何打造強勢品牌,民87,台北:商業周刊。
6.周文賢、李宏達著,市場調查與行銷策略研擬──理論基礎與實務運用,民81,華泰書局。
7.陳振遂,顧客基礎的品牌權益衡量與建立之研究,民85,政治大學企業管理研究所博士論文。
8.唐子翔,廣告支出量對品牌權益之影響研究,民86,淡江大學管理科學研究所碩士論文。9.殷仲華,品牌聯盟動機、聯盟型態與品牌權益關係之研究:資源基礎觀點之研究,民86,中原大學企業管理研究所碩士論文。10.詹孟真,理念相關行銷與涉入程度對品牌權益關係之研究,民85,中原大學企業管理研究所碩士論文。11.夏心華,促銷活動與產品涉入對品牌權益影響之研究,民86,東吳大學企業管理研究所碩士論文。12.朝陽堂編輯部譯,品牌經營:如何創造品牌資產,民84,朝陽堂文化出版。
13.葉日武著,行銷學:理論與實務,民86,前程企業管理有限公司。
14.趙琪,交易成本觀點下品牌延伸決策之研究,民85,台灣大學商學研究所博士論文。15.鄭漢彬,中美日汽車品牌權益決定因素之研究,民84,政治大學企業管理研究所碩士論文。二、英文部分
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