1.Aaker, David A. (1990), "Brand Extensions: The Good, the Bad and the Ugly," Sloan Management Review, 31 (summer), 47-56.
2.Aaker, David A. (1995), “Building Strong Brands,” New York: The Free Press.
3.Aaker, David A., Keller, Kevin Lane (1990), “Consumer Evaluations of Brand Extensions,” Journal of Marketing, 54(January), 27-42.
4.Aaker, Jennifer L. (1997), “Dimensions of Brand Personality, ”Journal of Marketing Research, 24(August), 347-356.
5.Acuff, Dan S., and Robert H. Reiher (1997), “What Kids Buy and Why: The Psychology of Marketing to Kids,” New York: Free Press.
6.Atkin, Charles and Martin Block (1983), "Effectiveness of Celebrity Endorsers," Journal of Advertising Research, 23(February/March), 57-61.
7.Bahn, Kenneth D. (1986), "How and When Do Brand Perceptions and Preferences First Form? A Cognitive Developmental Investigation," Journal of Consumer Research, 13 (December), 382-393.
8.Batra, R., Donald R.Lenmann and D.Singh (1993), "The Brand Personanlity Component of Brand Good will:Some Antecedents and Consquences, " Brand Equity and Advertising:Advertising’s Role in Building Strong Brands,ed.by D.A.Aaker and A.L.Biel, Hillsdale, NJ:Erlbaum, 67-82.
9.Barwise, T. Patrick (1993), "Brand Equity: Snark or Boojum?," International Journal of Research in Marketing, 10(March), 93-104.
10.Belk, Russell, Robert, Mayer, Amy ,Driscoll (1984), “Children's Recognition of Consumption Symbolism in Children's Products,” 10(March), 386-400
11.Boush, David M. and Barbara Loken (1991), “A Process Tracing Study of Brand Extension Evaluation,” Journal of Marketing Research, 28(February), 16-28.
12.Broniarczyk, Susan M.; Alba, Joseph W. (1994), “The Importance of the Brand in Brand Wxtension,” Journal of Marketing Research, 31(May), 2, 214-229.
13.Callcott, Margaret F. and Barbara J. Phillips, (1996), "Observations: Elves Make Good Cookies: Creating Likable Spokes-Characters Advertising," Journal of Advertising Research, 36(5), September/October, 73-79.
14.Csikszentmihalyi, Mihaly (1981), “The Symbolic Functions of Possessions: Toward a Psychology of Materialism,” American Psychological Association, Washington D.C.
15.Dacin, Peter A, Daniel C. Smith (1994), “The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions,” Journal of Marketing. 31(May), 229-232.
16.Farquhar, Peter H. (1989), “Managing Brand Equity,” Marketing Research, 1(September), 24-33.
17.Feldman, Jack M. and John G. Lynch,Jr. (1988),”Self-Generated Validity and Other Effects of Measurement on Belief, Attitude, Intention, and Behavior,” Journal of Applied Psychology, 73(Aug), 421-436.
18.Fischer, Paul M., Meyer P. Schwartz, John W. Richards, Jr., Adam O. Goldstein, and Tina H. Rojas (1991), "Brand Logo Recognition by Children Aged Three to Six Years: Mickey Mouse and Old Joe the Camel," Journal of the American Medical Association, 266 (December 11), 3145-3148.
19.Fornell, Claes. and David. F. Larcker (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18, 59-74.
20.Friedman, Hershey H. and Linda Friedman (1979), "Endorser Effectiveness by Product Type," Journal of Advertising Research, 19(October), 63-71.
21.Garfield, Bob (1991), "Occasional Sparkle Helps Brighten Lack-luster Year," Advertising Age, 62(December), 30.
22.Gates Michael (1989),”Creative Licensing,” Incentive, 163(April) 32-36.
23.Guber, Selina, and Jon Berry (1993), “Marketing to and through Kids, “ New York: McGraw Hill.
24.Herr, Paul M. (1989), “Priming Price: Prior Knowledge and Context Effects,” Journal of Consumer Research, 16(June), 67-75.
25.John, Deborah Roedder (1999), "Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, 26 (December), 183-213.
26.John Leckenby, Eliana Shiao Tseng “The Role of Advertising Spokes-Characters in Brand Building,”
http://www.ciadvertising.org/student_account/fall_01/adv392/estseng/title.html
27.Kapferer, Jean-Noel (1992), “Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity,” London: Kogan-Page.
28.Keller, Kevin Lane and David A. Aaker (1992), "The Effects of Sequential Introduction of Brand Extensions," Journal of Marketing Research, 29 (February), 35-50.
29.Kesler, Lori (1987), “Extension Leaves Brand in New Area,” Advertising Age, 58(June 1), S1-2.
30.Kirkpatrick, C. A. (1953), ”Trade Characters in Promotion,” Journal of Marketing, 17(April), 366-371.
31.Lawrence, E. A. (1986), "In the Mick of Time: Reflections on Disney's Ageless Mouse," Journal of Popular Culture, 20(2), 65-72.
32.Leuthesser, Lance (1988), “Defining, Measuring and Managing Brand Equity: A Conference Summary,” Report#88-104.Cambridge, MA: Marketing Science Institute.
33.Lynn, Kahle R. and Homer M. Pamela (1985), “Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective,” Journal of Consumer Research, 11(March), 954-961.
34.Michael J Barone, Paul W Miniard, Jean B Romeo (2000), “The Influence of Positive Mood on Brand Extension Evaluations,” Journal of Consumer Research. 26(March), 386-401.
35.Mizerski, Richard (1995), ”The Relationship between Cartoon Trade Character Recognition and Attitude toward Product Category in Young Children,” Journal of Marketing. 59(October), 58-71.
36.Ogilvy, David (1983), “Ogilvy on Advertising - Wanted: A Renaissance in Print Advertising,” Advertising Age, 54(August), M1-4.
37.Paris, Scott G. and Lawrence R. Upton (1976), "Children's Memory for Inferential Relationships in Prose," Child Development, 47 (September), 660-668
38.Park, C. Sandra Milberg, and Robert Lawson (1991), “Evaluation of Brand Evaluation: The Role of Product Level Similarity and Brand Concept Consistency,” Journal of Consumer Research, 18(September), 185-93.
39.Phillips, Barbara J. (1996), "The Role of Advertising Trade Characters in Forming Product Perceptions," in Proceedings of the 1996 Conference of the American Academy of Advertising, Gary B. Wilcox, ed. Richmond, VA: American Academy of Advertising, 171-78
40.Porter, Michael (1980), “Competitive Strategy: Techniques for Analyzing Industries and Competitors,” New York: Free Press.
41.Roedder, D. L. (1981), “Age Differences in Children’s Responses to Television Advertising:An Information-Processing Approach,” Journal of Consumer Research, 8(September), 144-153.
42.Sekaran, Uma (2003), “Research Methods for Business,” New York: Wiley, 311
43.Shi Zhang and Sanjay Sood (2002), “「Deep」 and 「surface」 Cues: Brand Extension Evaluations by Children and Adults,” Journal of Consumer Research, 29(June),129-141.
44.Smith, Daniel C. and C. Whan Park (1992), ”The Effect of Brand Extension of Market Share and Advertising Efficiency,” Journal of Marketing Research, 29 (August),296-313.
45.Srivastava, Rejendra K. and Allen D. Shocker (1991), ”Brand Equity: A Perspective on Its Meaning and Measurement,” Report#91-124.Cambridge, MA : Marketing Science Institute.
46.Sullivan, M. W. (1992) "Brand Extensions When to Use Them," Management Science, 38(6), 793-806.
47.Tauber, E.M. (1981), "Brand Franchise Extension: New Product Benefits from Existing Brand Names," Business Horizons, 24(2), 36-41.
48.Tauber, Edward M (1988), “Brand Leverage: Strategy for Growth in a Cost Controlled World,” Journal of Advertising Research, 28(August/September), 26-30.
49.Taylor, Valerie A and William O Bearden (2002), “The effects of price on brand extension evaluations: The moderating role of extension similarity” Academy of Marketing Science, 30(Spring), 131-141
50.Taylor, Valerie A and William O Bearden (2003), “Ad Spending on Brand Extensions: Does Similarity Matter?,” Journal of Brand Management, 11(September),63-74.
51.Wallendorf (1979), “Consumer Behavior:Implications,“ New York: John Wisley.
52.Ward, S. & Ettema, J. S. (1974), “A Cognitive Development Study of hildren's Attention to Television Commercials,” Communication Research, 1(January), 69-88.
53.Ward, Scott (1974), “Consumer Socialization,” Journal of Consumer Research,1(Sep), 1-14.
54.Ward, Scott, Wackman, Daniel B. and Wartella, Ellen (1977), “How Children Learn to Buy,” Beverly Hills, CA: Sage
55.Wartella, E., Wackman, D., and Ward, S. (1978), “Children's Consumer Information Processing﹕Representation of Information from Television Advertising,” Advances in Consumer Research, 5, 535-539.
56.Wilson, David (1990), "Tooned on: America Flips for Cartoons," TV Guide, (June), 22-27.
57.黃耀正(1999),產品人格與品牌人格對品牌延伸評價的影響,中央大學企業管理研究所碩士論文。58.陳蕙卿(2003) ,品牌個性契合度與產品互補性對品牌聯盟成效之影響,真理大學管理科學研究所碩士論文。59.陳俐琦(1998),品牌個性構成向度之研究,國立政治大學企業管理研究所碩士論文。