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參考文獻
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成敏華 (2006)，「由品牌體驗觀點探討如何建立品牌關係之研究--以連鎖
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林念慈（2004）。《以認知腳本理論探討人員接觸與顧客反應關係之研究－
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英文部分
Brakus, Josco A Theory of Consumer Experience, A PH.D Dissertation of Columbia University, 2001.
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Ellwood, I. P. The Essential Brand Book: Over 100 Techniques to Increase Brand Value, UK: Kogan Page, 2000.
Holbrook, M. B. and Hirschman, E. C., “ The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun”, Journal of Consumer Research, 9, pp. 132-140, 1982.
Holland, J., Emergence: From Chaos to Order, Mass. Addison-Wesley, 1998
Krishnan, H. S., “ Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective”, International Journal of Research in Marketing, 13, pp.389-405, 1996.
Mitchell, M. A. & Orwig, R. A., “ Consumer Experience Tourism and Brand Bonding”, Journal of Product and Brand Management, 11, pp.30-41, 2002.
Padgett, D & Allen, D., “ Communicating Experiences: A Narrative Approach to Creating Service Brand Image”, Journal of Advertising, 26, pp.49-62, 1997.
Petromilli, M. and Michalczyk,D., “ Your Most Valuable Asset”, Marketing Health Service, 19, pp.4-9, 1999.
Pine II, B. J. and Gilmore J. H., “ Welcome to the Experience Economy”, Harvard Business Review, 76, pp.97-105, 1998.
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Rooley,A., Performance:Revealing the Orpheus Within, England:element ,1990.
Rose, Suzanna M., “How Friendships End: Patterns Among Young Adults” ,Journal of Social and Persoal Relationships, 1, pp.267-277, 1984.
Schmitt, B.H., Experiential Marketing: How to Get Customers to Sense Feel Think Act Relate to Your Company and Brands , The Free Press, New York, 1999.
-----------------, Customer Experience Management: A Revolutionary Approach to Connecting with Your Customer, John Wiley & Sons, Inc., 2003.
參考網站
麥當勞官網，http://www.mcdonalds.com.tw。
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