一、中文部分
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2. Joachimsthaler, E. (2002)。品牌：行銷之根 (高登第譯)。台北市：天下文化。(原著發行於2001)。
3. Knapp, D. E. (2001)。品牌思維：打造優勢品牌的五大策略(袁世珮和黃家慧譯)。台北市：美商麥格羅．希爾。(原著發行於2000)。
4. Milligan, A. (2004)。跟Samsung學品牌：CEO就是品牌經理人。數位時代雙週刊，(10)。
5.Perry, A. & Wisnom III. D. (2004)。品牌識別ABC (范文毅譯)。台北市：滾石文化。(原著發行於2002)
6.Silverstein, M. J. & Fiske, N. & Butman, J. (2004)。奢華正在流行(陳正芬譯)。台北市：商智文化事業股份有限公司。(原著發行於2003)
7.Smith, S. & Wheeler, J. (2003)。創造顧客感動的品牌管理 (郭莞玲譯)。台北市：哈佛企業管理顧問公司。(原著發行於2002)。
8.Upshaw, L. B. (2000)。建立品牌識別 (吳玟琪譯)。台北市：台視文化。(原著發行於1999)。
9.丁家永 (2005)。「消費者對品牌個性認知及其對品牌心理的影響」，南京師範大學教育科學研究所心理學教授之文章研究。
10.王敏容 (2000)。「消費者之品牌認同程度、所有權狀態與產品線延伸策略對品牌評價之影響」，國立台灣大學商學院研究所碩士論文。11.李天蛟 (2000)。「世代別於品牌個性認知與品牌關係型態差異性之研究：產品類別與自我形象干擾效果之探討」，元智大學管理研究所碩士論文。12.王姝怡 (2003)。「市場分析與品牌策略規劃--以包裝咖啡市場為例」，暨南國際大學教育政策與行政研究所碩士論文。13.吉中行 (2003)。「促銷形式對品牌態度之影響：品牌形象與品牌忠誠度的干擾角色」，元智大學管理研究所碩士論文。14.李珮琳 (2001)。「品牌態度與品牌忠誠類型之關連性」，國立台灣大學心理學研究所碩士論文。15.林芋佐（2002）。「液態乳之市場區隔及品牌偏好」，國立中興大學行銷研究所碩士論文。16.林翠瑩 (2004)。「品牌形象、品牌關係品質與品牌忠誠度之關聯性研究－以零售業自有品牌為例」，南台科技大學行銷與流通管理系研究所碩士論文。17.林建文 (2004)。「原品牌態度、知覺契合度與促銷活動形式對品牌延伸後品牌態度與購買意願影響之研究」，實踐大學企業管理研究所碩士論文。18.管理雜誌編輯部 (2006)。「2006年台灣全區消費者心目中理想品牌調查排行榜」管理雜誌，(379)，頁18-21。
19.吳一斌 (1999)。品牌卡位贏家。台北市：維德文化。
20.吳泓哲 (2002)。「直接經驗與廣告對消費者認知、情感及行為意向之影響－以台灣國產品牌水果為個案研究」，國立中興大學行銷研究所碩士論文。21.邱皓政(2002)。量化研究與統計分析：SPSS中文視窗版資料分析範例解析。台北市：五南出版社。
22.胡傳孝 (1982)。「自我概念與品牌選擇之關係」，國立政治大學企業管理研究所碩士論文。23.洪順慶 & 陳振隧 (1998)，「品牌聯想策略對品牌權益影響之研究」，管理學報，中華民國管理科學學會。
24.洪燕燕 (1999)。 「消費者來源國形象流行知識與價格促銷敏感度對購買態度之影響─以進口品牌成衣為例」，輔仁大學織品服裝研究所之碩士論文。25.徐明郁 (1999)。「消費者自我概念與品牌個性之㆒致性對購買意願之影響」，成功大學企業管理研究所之碩士論文。26.郭為藩 (1987)。「自我態度量表」，中國行為科學社。
27.郭李靖 (2003)。「人格特質與品牌個性對品牌偏好的影響」，國立交通大學管理科學研究所之碩士論文。28.張春興 (1990)。心理學概要。台北市：東華書局。
29.張嘉萍 (2005)。「產品造形特徵與品牌形象之一致性研究─以液晶電視為例」，大同大學工業設計研究所之碩士論文。30.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。
31.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之碩士論文。32.陳玉君 (2003)。「高級中學品牌管理現況之研究」，暨南國際大學教育政策與行政研究所碩士論文。33.葉光榮 (1994)。「人格特質與品牌態度對品牌忠誠度之影響―女性色彩化 �菻~市場之研究」，文化大學國際企業管理研究所之碩士論文。34.葉香麟 (2003)。「品牌形象、品牌關係與知覺品質關係之研究-以美白化妝品業為例」，銘傳大學管理科學研究所碩士論文。35.楊國樞等 (1989)。社會及行為科學研究方法上、下，十三版。台北市：中華東華書局。
36.鄭英輝 (1998)。「品牌人格與產品類別對品牌延伸評價的影響」，中央大學企業管理研究所之碩士論文。37.蘇恬怡（1999）。「品牌屬性結構、涉入的作用對品牌忠誠度的影響：以大學生常購買的三種產品為例」，國立台灣大學心理學系之碩士論文。38.韓國華 (2003)。「品牌個性、品牌形象、品牌聲譽與涉入對品牌權益影響之研究」，銘傳大學管理研究所之碩士論文。39.盧葦蓁 (2003) 。「透過品牌要素、廣告代言人形成品牌態度之研究-以少淑女流行服飾業為例」，銘傳大學管理研究所之碩士論文。40.劉建成 (2003)。 「消費者自我概念與品牌形象認知之研究－以科技大學為例」，屏東科技大學企業管理研究所之碩士論文。41.連聖怡 (2004)。「不同世代男性消費者之自我概念對服裝流行敏感度之關係研究」，輔仁大學織品服裝學系之碩士論文。二、英文部分
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