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中文文獻
1王傑賢，方佩欣，楊雪子（2014年11月1日），「性別對大專院校學生自主休閒運動參與動機之影響」，臺灣運動心理學報，第十四卷，第二期，第51-65頁。
2甘季鑫（2009），運動員代言運動產品與非運動產品對消費者購買意願影響之研究─以王建民為例，中國文化大學運動教練研究所碩士論文，台北市，取自https://hdl.handle.net/11296/2uaf9a
3李亦芳，程瑞福（2009年6月1日），「運動領域中性別框架之再製與鬆動」，身體文化學報，第八輯，第71-98頁。
4李秉憲（2006），運動員代言商品對棒球運動消費者購買意願之研究-以美國職棒紐約洋基隊球員王建民為例，國立臺灣師範大學體育學系碩士論文，台北市，取自https://hdl.handle.net/11296/xkxjd2
5林月娜（2003），國小專任行政人員角色衝突、工作壓力與因應策略之研究，國立高雄師範大學成人教育研究所在職專班碩士論文，高雄市，取自https://hdl.handle.net/11296/9czvk7
6洪秀慈（2009），名人認同、代言人可信度、品牌評價與消費者購買意願關係之研究-以王建民代言為例，朝陽科技大學休閒事業管理系碩士班碩士論文，台中市，取自https://hdl.handle.net/11296/27dvs4
7洪嘉欣，陳皎眉（2009年12月），「刻板印象如何影響行為? 談刻板印象效果的內在歷程與影響」，教育與心理研究，第三十二卷，第四期，第1-22頁。
8張甄珍，林靖綺，邵于玲（2017年11月1日），「企業對運動員贊助策略之分析: 以男子與女子職業選手為例」，臺灣運動心理學報，第十七卷，第二期，第33-48頁。
9郭馥滋，黃貴樹，王正忠，雷小娟（2012年11月1日），「觀看運動文化中性別角色的分析」，淡江體育，第十五期，第52-56頁。
10陳淑菁（2002），不同運動類型及不同年齡層女性運動員之性別角色及角色衝突之研究，國立體育學院教練研究所碩士論文，桃園縣，取自https://hdl.handle.net/11296/p52r8u
11陳皎眉（1996年），性別認同與性別角色，載於陳皎眉、江漢聲、陳惠馨合著，兩性關係，國立空中大學，台北，第3-27頁。
12程紹同（2001年8月1日），「第5促銷元素：運動贊助行銷新風潮」，大專體育，第五十五期，第139頁。
13葉浩喻（2011），運動品牌代言人可信度、品牌形象、廣告效果與購買意願影響之研究-以楊丞琳代言adidas為例，國立臺灣師範大學運動與休閒管理研究所在職碩士班碩士論文，台北市，取自https://hdl.handle.net/11296/xkfw5v
14劉秀雯，林育理，吳芳軒（2017年7月1日），「社群媒體分析: 代言人類型與廣告訴求對消費者參與成效之影響」，管理評論，第三十六卷，第三期，第69-84頁。
15樊志育（1999年），廣告效果測定技術，著者發行，三民書局，台北，第1-11頁。
16歐素雯（2004），文化局行政人員角色衝突、工作壓力與職業倦怠關係之研究，國立高雄師範大學成人教育研究所在職專班碩士論文，高雄市，取自https://hdl.handle.net/11296/qer6ez
17蔡佳靜，卓家億（2013年10月1日），「代言人與產品配適之研究」，管理與系統，第二十卷，第四期，第611-635頁。
18蔡佳靜，郭惠雯（2015年12月1日），「運動員代言人外表吸引力與運動賽事類型之配適效果-配適假說於運動行銷之探討」，觀光休閒學報，第二十一卷，第三期，第309-334頁。
19蔡淑妹（2002），運動品牌代言人可信度來源因素對消費者購買意願影響之研究，國立臺灣科技大學管理研究所碩士論文，台北市，取自https://hdl.handle.net/11296/3s93sr
20鄭咏成，李雅靖（2010年7月1日），「運動網站品牌與贊助品牌一致性研究」，廣告學研究，第三十四期，第65-92頁。
21鍾曉雲（2001年8月1日），「從社會化過程中看女性運動員性別角色的衝突」，大專體育，第五十五期，第115-120頁。
22羅靜怡（2011），廣告業者選擇運動明星代言人之策略-以王建民代言為例，國立東華大學社會暨公共行政學系碩士論文，花蓮縣，取自https://hdl.handle.net/11296/82e2em
英文文獻
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