一、中文部份
1.方世榮譯(民95)，Philip Kotler 著，行銷管理學，台北：東華。
2.王文正(民95)，產品知識及品牌形象對購買意願的影響--產品類別的干擾效果，大同大學事業經營學系(所)碩士論文。 3.王德剛(民86)，品牌概念形象、廣告策略與品牌權益之關係，東吳大學企業管理研究所碩士論文。 4.田治平(民95)，角色代言人在推敲可能性模式的影響途徑，國立中央大學企業管理學系碩士論文。 5.李光勳(民93)，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，東吳大學企業管理學系碩士論文。 6.李佑剛(民98)，代言人可信度、代言商品認知與消費者購買意願之相關研究-以王建民為例，高雄師範大學體育學系碩士論文。 7.李瑞瓊(民95)，運用線性結構關係模式探討共同基金涉入程度、服務品質、投資績效、顧客滿意度、品牌權益、知覺風險對顧客忠誠度之影響—以台灣投資信託產業貴賓級客戶為例，國立東華大學企業管理學系在職專班碩士論文。
8.吳卲譽(民95)，設計能力對於品牌權益之影響-以明基為例，國立中山大學企業管理學研究所碩士論文。 9.吳明隆(民98)，結構方程式：AMOS的操作與應用，台北：五南。
10.巫建輝(民96)，品牌評價對代言人可信度與購買意願關係之干擾效應－以華人地區消費者為例，大葉大學國際企業管理學系在職專班碩士論文。 11.邱皓政(民92)，結構方程模式-LISRE的理論技術與應用，台北：雙葉書廊。
12.邱皓政(民94)，量化研究法(二)，修訂版，台北：雙葉書局。
13.周欣穎(民93)，贈品促銷型式對消費者知覺價值及購買意願影響之研究，國立交通大學經營管理研究所碩士論文。 14.洪任模(民95)，運動產品代言人可信度對消費者購買意願影響之研究–以Nike、Adidas籃球鞋代言人為案例，中山大學企業管理學系研究所未出版碩士論文。 15.柯佩汝(民93)，卡通代言人的廣告效果研究，世新大學傳播研究所碩士論文。 16.洪順慶(民95)，台灣品牌競爭力，天下雜誌股份有限公司。
17.陳振燧、張允文(民90)，品牌聯想策略對品牌權益影響之研究，管理學報，18卷第1期，75-98頁。 18.陳建翰(民91)，產品涉入程度、品牌形象、品牌權益與顧客回應間之關係探討，國立東華大學企業管理研究所碩士論文。 19.陳雅雯(民98)，以計畫行為理論探討消費者對綠色產品的購買意願行為之研究，南華大學企業管理系管理科學碩士論文。 20.陳富美(民92)，品牌權益、促銷方式及促銷效果關聯之研究-以運動鞋與衛生紙為例，朝陽科技大學企業管理系碩士論文。 21.陳裕仁(民92)，名人代言人與產品相關度之研究，輔仁大學大眾傳播學研究所碩士論文。 22.許士軍，現代行銷管理，台北：商略印書館，民國七十五年一月修三版。
23.張嘉萍(民93)，產品造形特徵與品牌形象之一致性研究-以液晶電視為例，大同大學工業設計學研究所碩士論文。 24.曹劍中(民88)，「廣告名人牌 誰決定？誰擔心？」，廣告雜誌，二月份，60-63頁。 25.黃芳銘(民96)，結構方程模式理論與應用，台北：五南圖書。
26.程紹同(民91)，第五促銷元素：運動贊助行銷新風潮，台北市：滾石出版社。
27.黃德瑋(民95)，高科技產品之品牌形象，品牌權益，顧客滿意度，涉入程度與品牌共鳴的關聯性研究－以3C產品為例，南華大學管理科學研究所碩士論文。 28.彭金燕(民89)，代言人可信度對廣告效果與購買意願影響之研究，大葉大學事業經營研究所碩士論文。 29.萬承岳(民95)，價格折扣與品牌形象對消費者知覺品質、知覺價值及購買意願的影響-以筆記型電腦為例，銘傳大學國際企業學系碩士論文。 30.黃俊英(民92)，行銷學的世界，天下遠見。
31.彭偉族(民94)，品牌知名度、品牌形象影響品牌忠誠程度之探討-以國產米酒業為例，國立東華大學企業管理研究所碩士論文。 32.詹凱捷(民94)，廣告代言人、價格促銷對於品牌權益和購買意願之影響，大同大學事業經營學系碩士論文。 33.楊雅婷(民98)，以理性行為理論和科技接受模型來探討消費者對創新科技智慧型手機的購買意願行為之研究，南華大學企業管理系管理科學碩士論文。 34.楊緒永(民98)，品牌形象、知覺價值、口碑、產品知識與購買意願之研究-以手機為例，南華大學企業管理系管理科學碩士論文。 35.虞積祥(民93)，品牌形象、品牌權益、顧客終身價值關聯性研究-以東森電視購物頻道為例，義守大學管理科學研究所碩士論文。 36.葉日武譯(民93)，Del I. Hawkins, Roger J. Best, Kenneth A. Coney 原著，消費者行為：建立行銷策略，台北前程企業管理有限公司。
37.鄭自隆(民81)，競選文宣策略---廣告、傳播與政治行銷。台北：遠流出版社。
38.鄭安盛(民94)，品牌定位、品牌形象與品牌權益關係之研究，國立屏東商業技術學院行銷與流通管理系碩士論文。 39.蔡明融(民96)，創新產品與服務特性、消費者個人特徵對知覺價值和態度影響之研究-以數位電視與電子現金為例，東吳大學國際貿易研究所碩士論文。 40.紀信光、蔡宜靜(民100)，品牌形象對於廣告代言人及購買意願之影響:以廣告代言人為中介變項，台灣商管與資訊研討會論文集，國立台北大學。
41.蔡佩娟譯(民89)，Do your Own Market Research/ Randall, G.著，塑造品牌的威力，小知堂文化事業有限公司。
42.賴忠佑(民99)，觀眾的運動涉入程度對贊助企業品牌權益及購買意願之影響，台灣體育學院運動管理學系碩士論文。 43.韓國華(民93)，品牌個性、品牌形象、品牌聲譽與涉入對品牌權益影響之研究-以手錶為例，銘傳大學管理科學研究所碩士論文。 44.薛瓊娟(民97)，運動選手之代言人可信度對品牌形象與購買意願影響之研究－以王建民為例，大葉大學運動事業管理學系碩士論文。 二、英文部份
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三、網路部份
1.哈佛管理精華錄-廣告代言人真的有效嗎? 100年4月20日取自:http://www.chinamgt.com/master/program/books/article.php?id=3958
2.行銷趨勢 : 廣告代言人。100年3月2日取自:
http://www.breakthrough.com.tw/modules/news/article.php?storyid=102
3.代言人及其所創造的-品牌工程中的代言人角色。99年12月3日取自:http://www.wretch.cc/blog/vincentchang/6393369