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中文部分
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18.黃芳銘(2002)。結構方程模式：理論與應用，臺北：五南。
19.黃佩雯(2009)。品牌個性、品牌信任對消費者購買意願之影響-以連鎖咖啡店為例，高雄餐旅學院餐旅管理研究所碩士論文。20.曾明瑩(2014)。航空業的行銷代言策略差異之研究-以‟中華航空”與‟長榮航空”為例，清雲科技大學企業管理系暨經營管理研究所碩士論文。21.鄭啓瑞(2003)。台灣高鐵通車後國內航空公司經營策略之研究，長榮大學經營管理研究所碩士論文。
22.廖森貴、鄧筱羚(2003)。廣告代言人、顧客價值對購買意願之關係研究，2003知識與價值管理學術研討會，249-258。
23.謝淑娟(2012)。品牌形象、品牌信任與購買意願關聯性之研究-以耐吉產品為例，康寧大學國際企業管理研究所碩士論文。英文部分
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