中文部分:
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行政院主計處 (2001),http://www.dgbasey.gov.tw/
宋秩銘等 (1996),奧美的觀點。台北:滾石文化。
李天蛟 (2000),世代別於品牌個性認知與品牌關係型態差異性之研究:產品類別與自我形象干擾效果之探討,私立元智大學管理研究所碩士論文。別蓮蒂 (2000),生活型態白皮書:2000年臺灣消費習慣調查報告。臺北市:商業周刊出版,城邦文化發行。
姜靜繪譯 (1998),Smith and Clurman原著(1997),世代流行大調查。台北市:時報文化。
陳淑芬 (1998),品牌個性與品牌偏好之關聯性研究,淡江大學管理科學研究所碩士論文。
陳德文 (1998),「別被X世代顛覆」,卓越雜誌,十二月份。
陳德文 (1999),「嬰兒潮和前熟年大趨勢」,卓越雜誌,二月份。
黃識銘 (1999),「生活型態」、「消費態度」與「消費行為」之關連性研究 : 臺灣地區世代群剖析,私立元智大學管理研究所碩士論文。黃文雄 (1993),台灣人的價值觀。台北:前衛。
劉淑凰 (2001),台灣近代廣告文化訴求趨勢與不同文化訴求對情感激起度,廣告態度之影響,國立成功大學企業管理研究所碩士論文。內政部 (2001),歷年中華民國台閩地區人口統計。
行政院主計處 (2001),歷年中華民國統計月報。
行政院主計處統計局 (2001),歷年中華民國統計提要。
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Glenn Noval D. (1997). Cohort Analysis, Beverly Hills: Sage.
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Hoyer, Wayne D. and Deborah Maclnnis J. (1997). Consumer Behavior, Houghton Mifflin.
Kapferer, Jean-Noel (1994). Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, New York: The Free Press.
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Keller, Kevin L. (1993) “Conceptualizing, Measuring, and Managing Customer-Based Equity,” Journal of Marketing, 57, Jan.
Kolter, Philip (1991) Marketing Management, 7th Edition Prentice-Hall International, Inc. New Jersey.
Macrae, Chris (1991) World Class Brands, Harlow : Addison-Wesley Publishing Company.
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Plummer, Joseph (1984) “How personality Make A Difference,” Journal of Advertising Research, 24(6), pp.27-31.
Radice, Carol (1998). “Targeting Tomorrow’s Consumers,” Progressive Grocer, Jul.
Ritchie, Karen (1995). “Marketing to Generation X,” American Demographics, Apr.
Schultz, Don E. and Beth Barnes, (1995) Strategic Advertising Campaigns, Illinois: NTC Publishing Group.
Schiffman, Leon G.. and Leslie Lazar Kanuk (2000). Consumer Behavior, 7th Edition, Prentice Hall International, Inc.
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Strauss, William and Neil Howe (1991). “The Cycle of Generations,” American Demographics, Apr.
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Triplett, Tim (1994). “Brand Personality Must Be Managed or It Will Assume A Life of Its Own,” Marketing News, May 9, Chicago.
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Upshaw, Lynn B. (1995). Building Brand Identity, New York: John Wesley and Sona, Inc.