一、中文部分
1.王安琪,「品牌知名度、廣告文案訴求、廣告模特兒與自我監控對廣告效果之影響」,國立交通大學,碩士論文,民國八十七年。2.李茂政,大眾傳播新論,再版,三民書局,台北,民國七十五年。
3.吳統雄,「態度與行為研究的信度與效度:理論、反應、反省」,民意學術專刊,夏季號,民國七十四年。
4.林本聰,「廣告推薦人國際組合之廣告效果研究」,臺灣大學,碩士論文,民國八十四年。5.林清州,「廣告訊息正反性、廣告主可信度、訊息涉入與廣告效果之關係」,政治大學,碩士論文,民國八十一年。6.周宏芸,「服務業推薦式廣告對認知風險影響之研究」,臺灣大學,碩士論文,民國八十八年。7.周惠珍,「網際網路標題廣告效果研究-廣告大小與資訊量之影響」,交通大學,碩士論文,民國八十八年。8.柯特勒(Philip Kotler)原著,行銷學原理,王志剛編譯,再版,華泰,台北,民國七十三年。
9.許士軍,現代行銷管理,三版三刷,商略印書館,台北,民國七十五年。
10.許士軍,管理學,十版,東華書局,台北,民國八十三年。
11.陳心怡,「推薦式廣告對不同涉入度產品之廣告效果」,交通大學,碩士論文,民國八十六年。12.陳敏郎,「廣告代言人對推薦品牌廣告效果影響之研究」,交通大學,碩士論文,民國九十年。13.陳志劍,「推薦式廣告與比較性廣告效果之研究」,淡江大學,碩士論文,民國八十三年。14.曾慧芳,「跨國文化差異對新產品擴散影響之研究」暨南國際大學,碩士論文,民國八十七年。15.葉俊麟,「態度、群體規範、知覺行為對購買意圖的影響:阿根廷、美國與台灣的跨文化研究」,國立政治大學,碩士論文,民國八十八年。16.童曉君,「廣告訴求、廣告代言人、自我監控程度、消費者與廣告代言人的人格一致性程度對廣告效果的影響」,元智大學,碩士論文,民國八十八年。17.詹俊坤,「不同產品類別、廣告代言人型態對消費者廣告效果之研究」,中央大學,碩士論文,民國八十二年。18.鄭文政,「台灣與美國近代廣告文化價值趨勢分析」,國立交通大學,碩士論文,民國八十六年。19.劉倉賓,「產品廣告訴求、涉入程度及高、低自我監控對廣告效果的影響」,交通大學,碩士論文,民國八十七年。20.練乃華,「推薦式廣告之溝通效果研究」,臺灣大學,碩士論文,民國七十九年。21.樊志育,廣告效果研究,初版,三民書局,台北,民國七十三年。
22.樊志育,廣告學新論,三民書局,台北,民國七十四年。
23.薛英宏,「企業員工國家文化價值觀之研究-台灣及大陸地區之比較分析」,長榮管理學院,碩士論文,民國八十九年。24.藍三印、羅文坤著,廣告心理學,初版,天馬出版社,台北,民國六十八年。
25.羅健雄,「廣告代言人類型對廣告效果影響之研究-以台灣與美國為例」,交通大學,碩士論文,民國九十年。二、英文部分
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19.James L. William and John S. Hill, “Internatinal Advertising Messages: To adapt or Not to Adapt(That Is The Question)”, Journal of Advertising Research, pp. 65-71, June/July, 1991.
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