期刊論文1. | Fuan, Li.、Paul, W.(2000)。The Facilitating Influence of Consumer Knowledge on the Effectiveness of Daily Value Reference Information。Academy of Marketing Science,28,424-434。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
2. | Kamins, M. A.、Brand, M. J.、Hoeke, S. A.、Moe, J. C.(1989)。Two-Side Versus One-Side Celebrity Endorsements: The Impact On Advertising Effectiveness And Credibility。Journal of Advertising,18(2),4-10。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
3. | Rajesh, C.(2004)。The Influence Of Redundant Comparison Prices And Other Price Presentation Formats On Consumersâ Evaluations And Purchase Intentions。Journal of Retailing,80(1),53-67。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
4. | Rio, A.(2001)。The effects of brand associations on consumer response.Journal of。Consumer Marketing,18(5),410-425。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
5. | Mahmood, M. H.(2003)。Effects Of Cause-Related Marketing On Attitudes And Purchase Intentions: The Moderating Role Of Cause Involvement And Donation Size。Journal of Nonprofit and Public sector Marketing,11(1),93。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
6. | Sujit, S. S.、Paul, S. C.(2001)。Consumer Involvement: Effects On Information Processing From Over-The-Counter Medication Labels。Health Marketing Quarterly,19(1),61。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
7. | Yoon, S. J.、Choi, Y. G.(2005)。Determinants Of Successful Sports Advertisements: The Effects Of Advertisement Type, Product Type And Sports Model。Journal of Brand Management,12(3),191-206。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
8. | Goldsmith, R. E.、Lafferty, B. A.、Newell, S. J.(2000)。The impact of corporate credibility and celebrity credibility of consumer reactions to advertisements and brands。Journal of Advertising,29(3),43-54。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
9. | Stafford, M. R.、Stafford, T. F.、Day, E.(2002)。A Contingency Approach : The Effects Of Spokesperson Type And Service Type On Service Advertising Perceptions。Journal of Advertising,31(2),17-34。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
10. | Friedman, Hershey H.、Friedman, Linda(1979)。Endorser Effectiveness by Product Type。Journal of Advertising Research,19(5),63-71。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
11. | Freiden, Jon B.(1984)。Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences。Journal of Advertising Research,24(5),33-41。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
12. | Zaichkowsky, Judith Lynne(1986)。Conceptualizing involvement。Journal of Advertising,15(2),4-34。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
13. | Laurent, Gilles、Kapferer, Jean-Noël(1985)。Measuring Consumer Involvement Profiles。Journal of Marketing Research,22(1),41-53。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
14. | Ohanian, Roobina(1991)。The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase。Journal of Advertising Research,31(1),46-54。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
15. | Petty, Richard E.、Cacioppo, John T.、Schumann, David(1983)。Central and peripheral routes to advertising effectiveness: The moderating role of involvement。Journal of Consumer Research,10(2),135-146。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
16. | Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。Effects of Price, Brand, and Store Information on Buyer's Product Evaluations。Journal of Marketing Research,28(3),307-319。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
17. | Kahle, Lynn R.、Homer, Pamela M.(1985)。Physical attractiveness of the celebrity endorser: A social adaptation perspective。Journal of Consumer Research,11(4),954-961。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
18. | Zeithaml, Valarie A.(1988)。Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence。Journal of Marketing,52(3),2-22。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
19. | Ohanian, Roobina(1990)。Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness。Journal of Advertising,19(3),39-52。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
20. | Agrawal, J.、Wagner, A. K.(1995)。The Economic Worth of Celebrity Endorders: An Event Study Analysis。Journal of Marketing,59(July),56-62。 ![](/gs32/thssjcncl/image/nclsfx.gif) ![new window](/gs32/images/newin.png) |
學位論文1. | 吳建宗(2001)。廣告訴求、代言人類型對推廣核能發電之溝通效果(碩士論文)。國立交通大學。 延伸查詢![new window](/gs32/images/newin.png) |
2. | 高子傑(2007)。電視廣告代言人及優惠券使用行為對購買意願之影響-以麥當勞為例(碩士論文)。南台科技大學。 延伸查詢![new window](/gs32/images/newin.png) |
3. | 陳志劍(1994)。推薦式廣告與比較性廣告效果之研究(碩士論文)。淡江大學。 延伸查詢![new window](/gs32/images/newin.png) |
4. | 蔡燕婷(2001)。廣告代言人、廣告訴求對廣告效果的影響(碩士論文)。淡江大學。 延伸查詢![new window](/gs32/images/newin.png) |
5. | 韓昆憲(2003)。網站購物環境、購買涉入與知覺風險對拍賣網站使用者之競標意願影響(碩士論文)。長庚大學。 延伸查詢![new window](/gs32/images/newin.png) |
6. | 童曉君(1999)。廣告訴求、廣告代言人、自我監控程度、消費者與廣告代言人的人格一致性程度對廣告效果之影響(碩士論文)。元智大學。 延伸查詢![new window](/gs32/images/newin.png) |
7. | 練乃華(1990)。推薦式廣告之溝通效果研究(碩士論文)。國立臺灣大學。 延伸查詢![new window](/gs32/images/newin.png) |
8. | 余肇傑(2004)。代言人對廣告效果影響之研究--以銘傳大學傳播學院學生為例(碩士論文)。銘傳大學。 延伸查詢![new window](/gs32/images/newin.png) |
9. | 羅健雄(2001)。廣告代言人類型對廣告效果影響之研究--以台灣與美國為例(碩士論文)。國立交通大學。 延伸查詢![new window](/gs32/images/newin.png) |
10. | 陳秋雲(2002)。廣告代言人與FCB模型之廣告效果研究(碩士論文)。淡江大學。 延伸查詢![new window](/gs32/images/newin.png) |
11. | 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(碩士論文)。國立臺灣科技大學,臺北市。 延伸查詢![new window](/gs32/images/newin.png) |