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中文部分：
1. 樊志育（1990），廣告效果研究，三民書局
2. 林建煌（2002），消費者行為，智勝出版社
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4. 陳順宇（2005），多變量分析，華泰文化事業公司
5. Donald R. & Pamela S.（2005），古永嘉譯，企業研究方法，華泰文化事業公司
6.Hamish Pringle（2005），黃治蘋譯，C行銷，早安財經文化有限公司
7. 童曉君（1999），廣告訴求、廣告代言人、自我監控程度、消費者與廣告代言
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8. 張重昭、周宇貞（1999），知覺品質與參考價格對消費者知覺與購買意願之影
響，企業管理學報，第四十五期，p.1-36
9. 何昭賢（2000），產品屬性、訊息來源對廣告溝通效果的影響，東吳大學企管理研究所碩士論文
10. 詹琇蓉（2000），產品涉入、消費者特性與情境對網路購物之知覺風險影響分析，成功大學企業管理研究所碩士論文11. 陳敏郎（2001），廣告代言人對推薦品牌廣告效果影響之研究，交通大學經營管理研究所碩士論文
12. 蔡淑妹（2003），運動品牌代言人可信度來源因素對消費者購買意願之研究，台灣科技大學管理研究所碩士論文13. 陳正男、楊宗欣（2003），以模糊多元尺度法衡量消費者對廣告代言人之知覺與偏好，管理評論，第二十二卷第三期，p.71.14. 陳欲仁（2003），名人代言人與產品相關度之研究，輔仁大學大眾傳播研究所碩士論文
15. 吳宇平（2003），影響購買保養品之外部搜尋行為相關因素研究，南華大學傳播管理研究所碩士論文16. 余肇傑（2004），代言人對廣告效果影響之研究-以銘傳大學傳播學院學生為例，銘傳大學傳播管理研究所碩士論文17. 李光勳（2004），廣告代言人與代言品牌的形象差異性及代言人可信度對廣告效果影響之研究，東吳大學企業管理研究所碩士論文18. 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，成功大學企業管理研究所碩士論文19. 蘆葦蓁（2004），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，銘傳大學管理科學研究所碩士論文
20. 廖千慧（2005），代言人-產品使用者的性別符合性、來源可信度與自我監控程度對廣告效果的影響，世新大學傳播管理研究所碩士論文