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| 10. | Brown, G.(2000)。Emerging issues in Olympic sponsorship: Implications for host cities。Sport Management Review，3(1)，71-92。 |
| 11. | Copeland, R.、Frisby, W.、McCarville, R.(1996)。Understanding the sport sponsorship process from a corporate perspective。Journal of Sport Management，10(1)，32-48。 |
| 12. | Cuneen, J.、Hannan, M. J.(1993)。Intermediate Measures and Recognition Testing of Sponsorship Advertising at an LPGA Tournament。Sport Marketing Quarterly，2(1)，47-56。 |
| 13. | Furst, A. S.(1994)。A case study of how one company uses sponsorship to reach a female audience。Sport Marketing Quarterly，3(2)，35-45。 |
| 14. | Ishikawa, S.、Stotlar, D. K.、Walker, W. L.(1996)。Olympic Games marketing in Japan。Sport Marketing Quarterly，5(4)，17-25。 |
| 15. | Martin, J. H.(1994)。Using a perceptual map of the consumer's sport schema to help make sponsorship decisions。Sport Marketing Quarterly，3(3)，27-33。 |
| 16. | Turco, D. M.(1994)。Event sponsorship: Effect on customer brand loyalty and consumption。Sport Marketing Quarterly，2(3)，35-38。 |
| 17. | 程紹同(19991000)。從五促銷元素--跨世紀百億美元的贊助理念解析。廣告雜誌，101，82-88。 延伸查詢 |
| 18. | Turco, D. M.、Navarro, R.(1993)。Assessing the economic impact and financial return on investment of a national sporting event。Sport Marketing Quarterly，2(3)，17-23。 |
| 19. | McCarville, Ronald E.、Copeland, Robert P.(1994)。Understanding sport sponsorship through exchange theory。Journal of Sport Management，8(2)，102-114。 |
| 20. | Sandler, D. M.、Shani, D.(1993)。Sponsorship and the Olympic Games: The Consumer Perspective。Sport Marketing Quarterly，2(3)，38-45。 |
| 21. | Pope, Nigel K. L.、Voges, Kevin E.(2000)。The Impact of Sport Sponsorship Activities, Corporate Image, and Prior Use on Consumer Purchase Intention。Sport Marketing Quarterly，9(2)，96-102。 |
圖書| 1. | Marketing Department, IOC(1994)。Lillehammer Olympic Winter Games。Lausanne, Switzerland：Marketing Department, IOC。 |
| 2. | Pitts, B.、Stotlar, D.(1996)。Fundamental of sport marketing。Morgantown, WV：Fitness Information Technology。 |
| 3. | 程紹同(1998)。運動贊助策略學：未來企業行銷新趨勢。臺北：漢文書局。 延伸查詢 |
| 4. | Stotlar, David K.(1993)。Successful Sport Marketing。Dubuque, IA：Wm. C. Brown Communications Inc.。 |
| 5. | Howard, Dennis R.、Crompton, John L.(1995)。Financing Sport。Fitness Information Technology。 |