| Other| 1. | Tauber, E. M.(1981)。Brand Franchise Extensions: New Product Benefits from Existing Brand Names。   | 期刊論文| 1. | Boush, D. M.、Loken, B.(1991)。A Process-Tracing Study of Brand Extension Evaluations。Journal of Marketing Research，28(1)，16-28。 | | 2. | John, D. R.、Loken, B.(1993)。Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?。Journal of Marketing，57(3)，71-84。 | | 3. | The Economist(1990)。Brand-Stretching Can Be Fun - and Dangerous。The Economist，315(7653)，73-74。 | | 4. | Park, C. S.、Srinivasan, V.(1994)。A survey-based method for measuring and understanding brand equity and its extendibility。Journal of Marketing Research，31(2)，271-288。 | | 5. | Lane, V.、Jacobson, R.(1995)。Stock Market Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity。The Journal of Marketing，59(1)，63-77。 | | 6. | Pitta, D. A.、Katsanis, L. P.(1995)。Understanding Brand Equity for Successful Brand Extension。The Journal of Consumer Marketing，12(4)，51-64。 | | 7. | Reddy, Srinivas K.、Holak, Susan L.、Bhat, Subodh(1994)。To extend or not to extend: Success determinants of line extensions。Journal of Marketing Research，31(2)，243-262。 | | 8. | Meyers-Levy, Joan、Tybout, Alice M.(1989)。Schema congruity as a basis for product evaluation。Journal of Consumer Research，16(1)，39-54。 | | 9. | Aaker, David A.、Keller, Kevin Lane(1990)。Consumer Evaluations of Brand Extensions。Journal of Marketing，54(1)，27-41。 | | 10. | Broniarczyk, Susan M.、Alba, Joseph W.(1994)。The importance of the brand in brand extension。Journal of Marketing Research，31(2)，214-228。 | | 11. | 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。 | | 12. | Smith, Daniel C.、Park, C. Whan(1992)。The Effects of Brand Extensions on Market Share and Advertising Efficiency。Journal of Marketing Research，29(3)，296-313。 | 學位論文| 1. | 李怡寬(1994)。影響品牌延伸領域及消費者對品牌延伸評估因素之研究(碩士論文)。國立中央大學。 延伸查詢 | | 2. | 洪秀蓉(1992)。影響品牌延伸評估效果因素之研究(碩士論文)。國立政治大學。 延伸查詢 | 圖書| 1. | Kotler, Philip、Armstrong, Gary(1996)。Principles of Marketing。Englewood Cliffs, NJ：Prentice-Hall International, Inc.。 | | 2. | Ries, A.、Trout, J.(1989)。The 22 Immutable Laws of Marketing。Harper Collins Publisher, Inc.。 | | 3. | Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。 | 其他| 1. | 林智斬(1982)。品牌春秋。 延伸查詢 | | 2. | 賴孟寬(1996)。品牌延伸對績效影響之研究。 延伸查詢 | | 3. | Aaker, D. A.(1990)。Brand Extensions: The Good, The Bad, The Ugly。 | | 4. | Calder, Bobby J., Chester A. Insko, & Ben Yandell(1974)。The Relation of Cognitive and Memorial Processes to Persuasion in a Simulated Jury Trial。 | | 5. | Chakravarti, D., D. J. Maclnnis, & K. Nakamoto(1990)。Product Category Perceptions, Elaborative Processing and Brand Name Extension Strategies。 | | 6. | Cook, Thomas, & Donald Campbell(1975)。The Design and Conduct of Experiments and Quasi-experiments in Filed Settings。 | | 7. | DeGraba, P., & M. W. Sullivan(1995)。Spillover Effects, Cost Savings, R&D and the Use of Brand Extensions。 | | 8. | Keller, K. L., & D. A. Aaker(1992)。The Effects of Sequential Introduction of Brand Eextensions。 | | 9. | Maoz, Eyal, & Alice M. Tybout(2002)。The Moderating Role of Involvement and Differentiation in the Evaluation of Brand Extensions。 | | 10. | Meyers-Levy, Joan, Therese A. Louie, & Mary T. Curren(1994)。How Does the Congruity of Brand Name Affect Evaluations of Brand Name Extensions?。 | | 11. | Ries, A., & J. Trout(1989)。Bottom-up Marketing。 | | 12. | Sheinin, D. A., & B. H. Schmitt(1994)。Extending Brands with New Product Concepts: The Role of Category Attribute Congruity, Brand Affect, and Brand Breadth。 | | 13. | Shimp, T. A., E. M. Hyatt, & D. J. Snyder(1991)。A Critical Appraisal of Demand Artifacts in Consumer Research。 | | 14. | Zeithami, V.(1988)。Consumer Perceptions of Prce, Quality, and Value: A Means-end Model and Synthesis of Evidence。 | 圖書論文| 1. | Gamble, Theodore R.(1967)。Brand Extension。Plotting Marketing Strategy。Simon & Schuster。 | |