一、中文文獻
1.王子輝(民 85),中國飲食文化的根本之道,歷史月刊,97期,54-60頁。2.王德剛(民 86),品牌概念形象、廣告策略與品牌權益之關係,東吳大學企業管理學系碩士論文,未出版,台北市。3.吳秉忠(民 87),台中市Pub 進口啤酒消費行為之研究,東海大學食品科學系碩士論文,未出版,台中市。4.李桂秋(民 91),台灣地區啤酒電視廣告效果與消費者購買決策之研究,行政院國家科學委員會專題研究,未出版,台中市。
5.李煙欽(民 103),啤酒消費者行為之研究,靜宜大學管理碩士在職班碩士論文,未出版,台中市。6.李豪、黃孟慧、張家銘(民 98) 消費者品牌權益量表之實證研究,休閒觀光產業研究,第4卷第2期,96-111頁。
7.呼元昌(民 103),消費者手機滿意度與轉換意願相關性之研究~以大學生為例,義守大學資訊管理學系碩士論文,未出版,台南市。8.吳明隆(民 92),SPSS統計應用學習實務 : 問卷分析與應用統計,臺北市:知城數位科技。
9.林宜靜(民 100),顧客轉換因素之探討-以行動電話門號業者為例,國立成功大學交通管理研究所碩士論文,未出版,台南市。
10.林政彰(民 88),啤酒市場之廣告策略比較研究,中國文化大學國際企業研究所碩士論文,未出版,台北市。11.林美孜(民 104),啤酒產品品牌定位之研究-以臺灣菸酒公司四種產品為例,高雄師範大學事業經營系碩士論文,未出版,高雄市。12.林淑梅(民 101),保險業銷售人員特質、品牌形象與顧客忠誠度之關聯性研究,長榮大學高階管理碩士在職專班碩士論文,未出版,台南市。13.林黃慧美(民 103),服務品質、品牌形象與顧客忠誠度關係之研究-以臺灣菸酒公司高雄營業處為例,國立高雄應用科技大學在職專班碩士論文,未出版,高雄市。14.林翠瑩(民 93),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碩士論文,未出版,台南市。15.邱耀盛(民 95),手機門號可攜服務開放後消費者轉換意願研究,國立高雄師範大學工業教育學係碩士論文,未出版,高雄市。。16.施國琛(民 78),啤酒產品形象與消費行為研究-以中山大學企經班學員為例,東海大學食品研究科學系碩士論文,未出版,台中市。17.范碧珍(民 99),台灣消費者飲酒習性調查,突破雜誌,第179期,52頁。18.柯朝斌(民100),台灣啤酒市場概況暨進口啤酒選擇因素之研究,餐旅暨家政學刊,第1期,1-19頁。
19.張必菁(民 83),PUB 業者對進口啤酒的評價,流通快訊,第89期,26-29頁。
20.張正(民 76),啤酒飲用習性調查與分析,突破雜誌,第23期,7-10頁。
21.張淑青(民 93),服務知覺價值多構面亮表之實證研究,企業管理學報,第63期,95-120頁。22.張朝清(民 87),進口啤酒行銷通路發展之研究-三家領先品牌為例,靜宜大學企業管理研究所碩士論文,未出版,台中市。23.張會堂 (民 94),行動電話可攜性對顧客轉換意願之探討,台灣科技大學管理研究所碩士論文,未出版,台北市。24.莊陞漢(民 93),尚青?台灣啤酒的消費文化,國立臺灣大學國家發展研究所碩士論文,未出版,台北市。25.陳宗遠(民 102),進口啤酒廠商在台灣市場的行銷策略之研究-以日系啤酒廠商為例,中原大學企業管理研究所碩士論文。26.陳祟松、李河水(民 84),我國啤酒飲料發展行,食品工業發展研究所報,政院農業委員會。
27.陳淑娟(民 89),台灣地區啤酒市場消費行為及品牌競爭定位之研究,國立交通大學經營管理研究所碩士論文,未出版,新竹市。28.陳雲明(民 99),台灣地區啤酒市場銷售預測之研究,朝陽大學企業管理係碩士班碩士論文,未出版,台中市。29.陳澤義(民 94),服務管理,台北:華泰書局。
30.傅從瑋(民 98),品牌形象與訊息涉入程度對品牌延伸評價之影響-以消費者屬性為干擾變數,東吳大學社會學研究所碩士論文,未出版,台北市。31.黃映瑀(民 94),體驗行銷、體驗價值、顧客滿意、品牌形象與行為意向關係之研究,大葉大學事業經營研究所碩士論文,未出版,彰化縣。32.黃嘉怡(民 95),台灣啤酒產業的競爭策略-賽局理論之應用,國立屏東科技大學企業管理研究所碩士論文,未出版,屏東市。33.楊涵智(民 102),消費者特性對精品咖啡廳品牌形象、顧客忠誠度及顧客滿意度影響之探討,義守大學管理學院管碩士在職專班碩士論文,未出版,台南市。34.楊智緯(民 95),國際觀光旅館之品牌形象、服務品質與顧客滿意度及忠誠度之研究,南台科技大學碩士論文,未出版,台南市。35.葉明輝(民 104),臺灣啤酒產品發展策略之研究:以小麥啤酒為例,育達科技大學行銷與管理所碩士論文,未出版,苗栗縣。36.葉香麟(民 92),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,未出版,桃園縣。37.路全勝(民 81),台灣地區報紙市場區隔之研究,東海大學企業管理研究所碩士論文,未出版,台中市。
38.劉凱婷(民93),都市區域消費者對啤酒品牌資產之評價探討-以台中市為例,東海大學食品科學系碩士論文,未出版,台中市。39.蔡文晉(民 94),服務品質、顧客滿意度及顧客忠誠度關係之研究-以新豐地區統一速達宅急便服務為例,明新科技大學資訊管理研究所碩士論文,未出版,新竹縣。40.蔡福林(民101),銷售人員特質對顧客轉換意願之研究-以工業產品為例,銘傳大學管理研究所碩士論文,未出版,台北市。41.鄭紹成(民 86),服務業顧客轉換因素之研究,亞太管理評論,第2卷第1期,85-98頁。
42.鄭紹成、洪世雄、李正綱(民 86),服務業顧客轉換因素之研究,亞太管理評論,第2卷,第1期,85-98頁。43.蕭雲祥(民102),知覺價格對顧客忠誠度與轉換意願之影響-以行動電話使用者為例,開南大學商學院碩士在職專班碩士論文,未出版,桃園市。44.賴紀安(民 85),大台北地區啤酒消費者之態度研究,國立臺灣科技大學管理技術研究所碩士論文,未出版,台北市。45.戴國良(民 91),行銷策略分析與實務,台北:五南。
46.謝亞茹(民 101),服務品質及品牌形象對消費者滿意度與忠誠影響之研究-以百貨業為例,臺北城市科技大學電子商務研究所論文,未出版,台北市。
47.關芝潁(民 93),百貨公司服務品質、顧客滿意度、顧客忠誠度與消費者生活型態關係之研究-以台北市地區為例,國立東華大學企業管理學系碩士論文,未出版,花蓮縣。
48.蘇元含(民 91),運用線性結構模式探討服務品質對顧客滿意度與顧客忠誠度之影響-以中油加油站為例,國立東華大學企業管理碩士論文,未出版,花蓮縣。二、英文文獻
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