參 考 文 獻
一、中文部分
王文科(民83):教育研究法。台北:五南圖書。
吳明隆(民89):SPSS統計應用實務。台北:松崗電腦圖書資料股份有限公司。
洪文宏(民90):消費者態度對企業贊助效益影響之研究-以亞洲盃棒球賽為例。國立成奶j學企業管理研究所碩士論文。程紹同(民87):運動贊助策略學。台北:漢文書店。
程紹同(民90):第五促銷元素。台北:滾石文化。
程紹同(民90):運動行銷商戰剖析-運動場上拼行銷。台北:漢文書店。
蔣宜龍(民88):企業贊助運動賽會效益之研究。國立體育學院體育研究所碩士論文。廖清海(民84):台灣報紙職業棒球新聞報導內容之分析研究。國立台灣師範大學體育研究所碩士論文。廖俊儒(民90):企業贊助運動之效益研究-以安麗盃世界女子花式撞球邀請賽為例。國立台灣師範大學體育研究所碩士論文。二、外文部分
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