| 期刊論文1. | Varadarajan, P. R.(1985)。Joint Sales Promotion: An Emerging Marketing Tool。Business Horizons,28(5),43-49。 | 2. | Badaracco, Joseph L. Jr.(1991)。Alliances speed knowledge transfer。Planning Review,19(2),10-16。 | 3. | Lee, Alder(1966)。Symbiotic Marketing。Harvard Business Review,44,59-71。 | 4. | Gürhan-Canli, Zeynep、Maheswaran, Durairaj(1998)。The Effects of Extensions on Brand Name Dilution and Enhancement。Journal of Marketing Research,35(4),464-473。 | 5. | Blackett, T.(1991)。The valuation of brands。Marketing Intelligence & Planning,9(1),27-35。 | 6. | Morris, D.、Hergert, M.(1987)。Trends in international collaborative agreements。Columbia Journal of World Business,22(2),15-21。 | 7. | Buckley, P. J.、Casson, M.(1988)。A Theory of Co-operation in International Business。Management International Review,28,19-38。 | 8. | Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing,57(1),1-22。 | 9. | Aaker, David A.、Keller, Kevin Lane(1990)。Consumer Evaluations of Brand Extensions。Journal of Marketing,54(1),27-41。 | 10. | Park, Choong Whan、Milberg, Sandra、Lawson, Robert(1991)。Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency。Journal of Consumer Research,18(2),185-193。 | 11. | Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing,50(4),135-145。 | 12. | Krishnan, H. S.(1996)。Characteristics of Memory Associations: A Consumer-Based Brand Equity Perspective。International Journal of Research in Marketing,13(4),389-405。 | 13. | De Chernatony, Leslie、McWilliam, Gil(1989)。Branding terminology: the real debate。Marketing Intelligence & Planning,7(7/8),29-32。 | 14. | Merrifield, B.(1989)。Strategic Alliances in Global Marketplace。Research Technology Management,32(1),15-20。 | 15. | Halliday, J.(1997)。Shell, Texaco Near Joint Marketing。Advertising Age,68(5),64-78。 | 16. | Buchanan, Lauranne(1999)。Brand Equity Dilution Retailer Display and Context Brand Effects。Journal of Marketing Research,36(3),345-355。 | 圖書1. | Porter, M. E.(1986)。Competition in Global Industries: a Conceptual Framework in Competition in Global Industries。Boston MA:Harvard Business School Press。 | 2. | Assael, Henry(1987)。Consumer Behavior and Marketing Action。Boston, Massachusetts:PWS-KENT Publishing Company。 | 3. | Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。 | 圖書論文1. | Zeithaml, Valarie A.、Kirmani, Aman(1993)。Advertising, Perceived Quality, and Brand Image。Brand Equity & Advertising: Advertising's Role in Building Strong Brand。Lawrence Erlbaum Associates, Inc.。 | |