一、中文部份
(一)書籍
吳青松(1998)。現代行銷學。智勝書局。
洪順慶(2001)。行銷管理。第二版,台北:新陸書局股份有限公司。
張春興(1998)。現代心理學。台北:東華書局,頁608。
菲力普,科特勒、譯者:方世榮(2003)。行銷管理。第七版,東華書局。
戴國良(2004)。行銷管理理論與實務。第三版,五南圖書出版股份有限公司。
(二)期刊論文
王又鵬(1993)。促銷活動對消費者購買行為影響之研究。政治大學企業管理研究所未出版博士論文。王又鵬(2001年6月)。促銷品牌知名度與促銷活動類型對消費者購買意圖影響之研究。實踐學報第三十二期,p.161-176。方敏(2002)。以行銷聯盟經營品牌對品牌權益的影響。國立交通大學管理科學學程碩士論文。李秉倫(2001)。折扣探度、產品屬性與促銷情境對品牌評價與購買意願影響之研究。銘傳大學管理科學研究所碩士論文。李筱瑩(2002)。產品來源國與消費者本國中心主義對消費者產品評價影響之研究。東吳大學國際貿易學系碩士論文。林坤源(2002)。促銷策略對消費者行為影響之研究-以加油站為例。國立高雄第一科技大學行銷與流通管理所碩士論文。林忠勳(2003)。品牌聯想、知覺風險對企業經理人購買意願之影響研究。南華大學管理科學研究所碩士論文。徐怡盈(2000)。品牌知名度、參考價格來源、產品特徵與產品知識對消費者購買意願及產品品牌評估的影響。國立成功大學企業管理所系碩士論文。徐偉智(2000)。消費者態度對意圖影響之研究。私立淡江大學管理科學研究所碩士論文。夏心華(1997)。促銷活動與產品涉入對品牌權益影響之研究。東吳大學企業管理學系碩士論文。陳富美(2002)。品牌權益、促銷方式及促銷效果關聯之研究-以運動鞋與衛生紙為例。朝陽科技大學/企業管理系碩士論文。陳怡君(2003)。來源國與商店型態對消費者態度之影響--以化妝品為例。真理大學管理科學研究所碩士論文。陳彥芳(2004)。價格促銷、認知價值與商店形象對購買意願影響之研究-以大台北地區3C連鎖家電為例。真理大學管理科學研究所碩士論文。張士峰(1994)。消費者對不同促銷方法偏好之研究。國立交通大學管理科學研究所碩士論文。張重昭、周宇貞(1999年9月)。知覺品質與參考價格對消費者知覺價值與購買意願之影響。企業管理學報,第45期,p.1-36。陸運嫻(2004)。產品涉入程度、滿意度與再購行為之相關性-以產婦的醫療服務接觸為例。義守大學管理科學研究所碩士論文。黃家蔚(2004)。促銷方式、產品涉入程度與促銷情境對消費者品牌評價與購買意願之影響。國立成功大學企業管理研究所碩士論文。鄞又寧(2003)。價格促銷對品牌評價及購買意願之研究-以電漿電視產業實證。國立台北科技大學生產系統工程與管理研究所碩士論文。蔡依達(2002)。促銷方式、折扣幅度、商店形象與心理帳面價值對消費者替換購買意願的影響─以行動電話為例。國立成功大學交通管理學系碩士論文。霍淑儀(1997)。銷售促進活動對消費者行為影響之研究。淡江大學國際貿易學系碩士論文。謝千之(2000)。產品資訊情境、參考價格與知覺品質對消費者購買行為之影響。東吳大學企業管理學系碩士論文。薛賢文(2002)。促銷方式、產品線延伸策略、產品涉入與品牌評價之關係。國立中正大學企業管理研究所碩士論文。關友雯(2003)。折扣促銷、品牌知覺與知覺品質對消費者購買意願影響之研究-以服飾零售業為例。輔仁大學織品服裝研究所碩士論文。羅智威(2002)。產品種類、價格促銷與品牌知名度對消費者產品品牌評價與再購意願影響之研究。靜宜大學企業管理研究所碩士論文。二、英文部份
(一)書籍
Aaker, David A. (1991). Managing Brand Equity, New York: The Free Press.
Allport, G.w. (1967). Attitudes in Fishbein, Martin (ed.) , Readingsin Attitude Theory and Measurement. New York: John Wiley & Sons.
Assael, Henry (1992). Consumer Behavior and Marketing Action, (4th ed).,
PWS-KENT Publishing Company.
Engel, James F., Roger D. Blackwell and Paul W. Miniard (2001). Harcourt Broce Joranovich College Publishers, The DrydenPress. Consumer Behavior, (8th ed).
Hawkins, Del I., Roger J. Best and Kenneth A. Coney (1997). Consumer Behavior: Building Marketing Strategy, (7th), 396-402.
Helson, Harry (1964). Adaptation Level Theory, New York, Harper and Row.
Holbrook, Monies B and Kirn P. Corfinan(1985). Quality and Value in the Consumption Experience: Phacdrus Rides Again, in perceived Quality, J. Jacoby and J. Olson, (eds.) Lexington, MA Leexington Books, 31-57.
Kotler, Philip, (2000). _Marketing Management: Analysis, Planning, Implementation and control, (10th ed), New Jersey, Prentice Hall.
Monroe, K. (1990). Pricing: Making Profitable Decision, McGraw-Hill, New York, NY.
Olshavsky, Richard W. (1985). Perceived Quality in Consumer Decision Making: An Integrated Theoretical Perspective, in Perceived Quality, J. Jacoby and J. Olson, eds. Lexington, MA: Lexington Books, 3-29.
Olson, Jerry C. and Thomas J. Reynolds (1983). Understanding Consumers’ Cognitive Structures: Implications for Advertising Strategy, Advertising and Consumer Psychology, L. Percy and A. Woodside, eds. Lexington, MA: Lexington Books.
Paley (1989). The Manager’s Guide to Competitive Marketing Strategies. American Management Association.
Rosenber, M.J. and C.I. Hanland. (1960). Cognitive, Affective, and Behavior Components of Attitude. in Attitude Organization and Chang: An Analysis of Consistency among Attitude Components. Eds. M. J. Rosenberg et al. New Haven, CT: Yale University Press.
Schiffman, Leon G. & Leslie Lazar Kanuk (2000). Consumer Behavior (7th ed).,Prentice Hall International, Inc.
Shimp, T. A.(1990). Promotion Management and Marketing Communications. Chicago, IL : Dryden Press.
Shimp, T A. (2003). Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications. 6th. United States of America: Thomson South-Western.
Totten, John C., & Block, Martin P. (1994), “Analyzing Sales Promotion Text & Cases: How to Profit the New Power of Promotion Marketing,” (2nd ed). U.S.A.: The Dartnell Corporation.
(二)期刊論文
Aaker, David A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review. Berkeley,38, 102-120.
Alba, Joseph W. and J. Wesley Hutchinson. (1987). Dimensions of Consumer Expertise. Journal of Consumer Research. 13, 411-454.
Allison, Ralph I. and Kenneth P. Uhl (1964). Influence of Beer
Brand Identification on Taste Perception. Journal of Marketing Research, 1(August),36-39.
Bearden, W.O. and R. L. Rose (1990). Attention to Social Comparison Information: An Individual Difference Factor Affecting Consumer Conformity. Journal of Consumers Research. 16, March. 461-471.
Bhasin, A., Dickinson, R., Hauri, CH. G., Robinson, W. A. (1989). SP Investments that Keep Paying Off. The Journal of Consumer Marketing. 6, Winter.
Biswas, Abhijit and Edward A. Blair (July, 1991). Contextual Effects of Reference Prices in Reference Prices in retail Advertisements. Journal of Marketing, 55, 1-12.
Bronnenberg, Bart J. and Luc Wathieu. (1996) Asymmetric Promotion Effects and Brand Positioning. Marketing Science, 15(4), 379-94.
Campbell, Leland and William D. Diamond (1990). Framing and Sales Promotion: The Characteristics of A Good Deal. Journal of Consumer Marketing, 7(4), 25-31.
Chen, Shih-Fen S., Kent B. Monroe and Yung-Chien Lou (1998). The Effects of Framing Price Promotion Messages on Consumers’ Perceptions and Purchase Intentions. Journal of Retailing, 74 (Fall), 353-372.
Davis, Inman and L. McAlister(1992). Promotion Has a Negative Effect on Brand Evaluations-Or Does It? Additional Disconfirming Evidence. Journal of Marketing Research, 29, 143-148.
Dickson R. P. and A. G. Sawyer (1990). The Price Knowledge and Search of Supermarket Shoppers. Journal of Marketing, 54, 42-53.
Dodds, W. B., K. Monroe, and D. Grewal(1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Reasearch, 28, 307-319.
Fishben, Martin, and Icek Ajzen (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Reading, MA: Addison Wesley Publishing Company.
Folkes, Valerie and Rita D. Wheat (1995). Consumers’ Price Perceptions of Promoted Products. Jorunal of Retailing, 71 (fall), 317-328.
Garvin, David A. (1983). Quality on the Line, Harvard Business Review, 61 (September-October), 65-73.
Hartley, Steven W. and James Cross, (1988). How Sales Promotion Can Work For and Against You. Journal of Consumer Marketing, 5(3), 35-42.
Hoyer, Wayne D. and Steven P. Brown (Sept., 1990). Effects of Brand Awareness on Choice for a Common, Repeated-Purchase Product. Journal of Consumer Research, 17, 141-148.
Jacoby. Jacob, George J. Syzabillo, and Jacqeline Busato-Schach(1977). Information Acquisition Behavior in Brand Choice Situations. Journal of Consumer Research, 3(4), 209-16.
Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Kim, Chung k., Lavack, Anne M. Vertical brand extensions: current research and managerial implications. The Journal of Product and Brand Management, 5, 24.
Laroche, Michel, Chankon Kim and Lianxi Zhou (1996). Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context. Journal of Business Research, 37, 115-120.
Lichtenstein, Donald R., and William O. Bearden (Sept., 1989). Contextual Inferences on Perceptions of Merchant Supplied Reference Price. Journal of Consumer Research, 15, 55-66.
Lutz, Richard (1986). Quality is as Quality Does: An Attitudinal Perspective on Consumer Quality Judgments. presentation to the Marketing Science Institute Trustees’ Meeting, Cambridge, MA.
Maynes, E. Scott (1976). The Concept and Measurement of Product Quality. Household Production and Consumption, 40 (5), 529-59.
Mela F. Carl, Sunil Gupta and Donald R. Lehmann (May, 1997). The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice. Journal of Marketing Research, XXXIV, 248-261.
McWilliam, Gil, De Chernatony, Leslie(1989). Branding Terminology-The Real Debate. Marketing Intelligence & Planning, 7(7), 29-32.
Moore, David J. and Olshavsky, Richard W.(1989). Brand Choice and Deep Price Discounts. Psychology and Marketing, 6, 181-196.
Morwitz, Vicki G., Schmittlein, David(1992). Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy? Journal of Marketing Research, 29, 391.
Nelson Oly Ndubisi and Chiew Tung Moi (2005). Customers Behaviourial Responses to Sales Promotion: The Role of Fear of Losing Face. Journal of Marketing and Logistics, 17, 32-49.
Park, C.W., Jaworski, B.J. and Maclnnis, D.J. (October, 1986). Strategic brand concept-image management. Journal of Marketing, 50, 135-45.
Park, C.W., Milberg, S. and Lawson, R. (September, 1991). Evaluation of brand extensions: the role of product feature similarity and brand concept consistency. Journal of Consumer research, 18, 185-93.
Raghubir, P. and K. Corfman (1999). When Do Price Promotions Affect Pretrial Brand Evaluations? Journal of Marketing Research, 36 , 211-222.
Roselius, Ted (January, 1971). Consumer Ranking of Risk Reduction Methods. Journal of Marketing, 35, 56-61.
Seipel, Carl-Magnus, (1971). Premiums-Forgotten by Theory. Journal of Marketing, 35, Iss.2, 26-34.
Scoot, Carol A and Richard F. Yalch (1980). Consumer Responseto Initial Product Trial: A Bayesian Analysis. Journal of Consumer Research, 7, 32-41.
Soman, Dilip and John T. Gourville (February, 2001). Transaction Decoupling: How Price Bundling Affects the Decision to Consume. Journal of Marketing Research, 38 , 30-45.
Wall, Marjorie, John Liefeld, and Louise A. Heslop (1991). Impact of Country-of-origin Cues on Consumer Judgments in Multi-Cue Situations: A Covariance Analysis. Journal of the Academy of Marketing Science, 19(2), 105-113.
Zeithaml, Valarie A. (July, 1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 7