一、中文部份
洪睦盛(2004)。企業贊助體育運動賽會之動機與效益研究。國立臺灣體育學院休閒運動管理研究所碩士論文。周文賢(2002)。多變量統計分析:SAS/STAT使用方法。台北市:智勝文化。
莊麗卿(1995)。認識廣告。台北市:遠流。
許安琪(2001)。整合行銷傳播引論:全球化與在地化行銷大趨勢。台北市:學富文化。
陳威光(2001)。選擇權:理論˙實務與應用。台北市:智勝文化。
張永誠(1991)。事件行銷100:造勢成功的100個Event。台北市:遠流。
張盈馨(2005)。企業贊助節慶活動之動機與效益評估研究。私立大葉大學休閒事業管理學系碩士班論文。劉光雄(2002)。新EVENT:全效溝通掌握行銷脈動。台北市:聯經。
劉建順(1995)。現代廣告概論。台北市:朝陽堂。
二、英文部分
Allen, J., O’Toole, W., McDonnell, I. and Harris, R. (2002), Festival and Special Event Management, Milton, Qld. : John Wiley & Sons.
Bagozzi, R. P. and Yi, Y. (1988), “On the Evaluation of Structural Equation Models,” Journal of the Academy of Marketing Science, 16, pp. 74-91.
Copeland, T. and Antikarov, V. (2001), Real options : a practitioner's guide, Texere, New York.
Fan, Y. and Pfitzenmaier, N. (2002), “Event Sponsorship in China,” Corporate Communication, 7(2), pp.110-116.
Dixit, A. K. and Pindyck, R. S. (1994), Investment Under Uncertainty, Princeton, N.J : Princeton University Press.
Dodds, W. B., Monroe, B. K. and Grewal, D(1991), “Effects of Price, Brand, and Store Information on Buyer’s Product Evaluations,” Journal of Marketing Research, 28(3), pp.307-319.
Fornell, C. and Lacker, D. F. (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18(1), pp.39-50.
Getz, D. (1997), Event Management and Event Tourism, Elmsford, N.Y. : Cognizant Communication Corp.
Goldblatt, J. J. (1997), Special Events: The Arts and Science of Celebration, New York : Van Nostrand Reinhold.
Grohs, R., Wagner, U. and Vsetecka, S. (2004), “Assessing The Effectiveness of Sport Sponsorships – A Empirical Examination,” Schmalenbach Business Review, 56(2), pp.119-198.
Harvey, B. (2001), “Measuring the Effects of Sponsorship,” Journal of Advertising Research, 41(1), pp.59-65.
Howard, D. R. and Crompton, J. L. (1995), Financing Sport, Morgantown, WV Fitness Information.
Johar, G. V. and Pham, M. T. (1999), “Relatedness, Prominence, and Constructive Sponsor Identification,” Journal of Marketing Research, 36(3), pp.299-312.
Keller, K. L. (1993), “Conceptualizing, Measuring, and Managing Customer-based Brand Equity,” Journal of Marketing, 57(1), pp. 1-22.
Lambkin, M. (1988), “Order of Entry and Performance in New Markets,” Strategic Management Journal, 9(5), pp.127-140.
Lardinonit, T. and Derbaix, C. (2001), “Sponsorship and Recall of Sponsors,” Psychology and Marketing, 18(2), pp.167-190.
Lardinonit, T. and Quester, P. (2001), “Attitudinal Effects of Combined Sponsorship and Sponsor’s Prominence on basketball in Europe,” Journal of Advertising Research, 41(1), pp.48-58.
Mason, K. (2005), “How Corporate Sport Sponsorship Impacts Consumer Behavior,” Journal of American Academy of Business, 7(1), pp 32-35.
McDaniel, S. (1999), “An Investigation of Match-up Effects in Sport Sponsorship Advertising: the Implication of Consumer Advertising Schemas,” Psychology & Marketing 16(2), pp.163-184.
McGrath, R. G. and Nerkar, A. (2004), “Real Option Reasoning and A New Look At The R&D Investment Strategies of Pharmaceutical Firms,” Strategic Management Journal, 25, pp.1-21.
Meenaghan, T. (2001), “Understanding Sponsorship Effects,” Psychology and Marketing, 18(2), pp.95-122.
Mullin, B. J., Hardy, S. and Sutton, W. A. (2003), Sport Marketing, Champaign, IL : Human Kinetics.
Narver, J. C., Slater, S. F. and Maclachlan, D. L. (2004), “Responsive and Proactive Market Orientation and New Product Success,” The Journal of Product Innovation Management, 21(5), pp.334-347.
Ordish, R. (2005), “Sports Marketing in China: An IP Perspective,” The China Business Review, 32(6), pp.34-37.
Perkins, W. S. and Rao, R. C. (1990), “The Role of Experience in Information Use and Decision Making by Marketing Managers,” Journal of Marketing Research, 27(1), pp.1-10.
Rogers, J. (2002), Strategy, Value and Risk: The Real Options Approach, New York : Palgrave.
Roselius, T. (1971), “Consumer Rankings of Risk Reduction Methods,” Journal of Marketing, 35, pp.56-61.
Ruth, J. A. and Simomin, B. L. (2003), “Brought to You by Brand A and Brand B, ” Journal of Advertising, 32(3), pp.19-30.
Sandler, D. M. and Shani, D. (1989), “Olympic Sponsorship Vs. 'Ambush' Marketing: Who Gets The Go,” Journal of Advertising Research, 29(4), pp.9-14.
Schmader, S. W. and Jackson, R. (1997), Special Events: Inside and Out, Champaign, Ill. : Sagamore.
Shone, A. and Parry, B. (2002), Successful Event Management: A Practical Handbook, Continuum, London.
Skinner, B. E. and Rukavina, V. (2003), Event sponsorship, Hoboken, New Jersey : John Wiley & Sons
Trigeotgis, L. (1996), Real Options: Managerial Flexibility and Strategy in Resource Allocation, Cambridge, Mass : MIT Press.
Varadarajan, P. R. (1986), “Horizontal Cooperative Sales Promotion: A Framework for Classification and Additional Perspectives,” Journal of Marketing, 50(2), pp. 61-73
Watt, D. C. (2001), Event Management in Leisure and Tourism, New York : Addison Wesley Longman Publishing.
Wilkinson, D. (1988), The Event Management & Marketing Institute 1, Ontario : IBD.