期刊論文1. | Johnson, B. R.(1990)。Toward a Multidimensional Model of Entrepreneurship: The case of Achievement Motivation and the Entrepreneur。Entrepreneurship Theory and Practice,14(3),39-54。 |
2. | Meenaghan, T.(2001)。Sponsorship and Advertising: A Comparison of Consumer Perceptions。Psychology and Marketing,18(2),191-215。 |
3. | Smith, Gareth(2004)。Brand image transfer through sponsorship: A consumer learning perspective。Journal of Marketing Management,20(3/4),457-474。 |
4. | Sneath, J. Z.、Finney, R. Zachary、Close, A. G.(200512)。An IMC approach to event marketing: the effects of sponsorship and experience on customer attitudes。Journal of Adverting Research,45,373-381。 |
5. | Stuart, E. W.、Shimp, T. A.、Engle, R. W.(1987)。Classical conditioning of consumer attitudes: Four experiments in an advertising context。Journal of Consumer Research,14(3),334-349。 |
6. | Meenaghan, T.(1998)。Current developments and future directions in sponsorship。International Journal of Advertising,17(1),3-28。 |
7. | Cornwell, T. Bettina、Roy, Donald P.、Steinard, Edward A. II(2001)。Exploring Managers' Perceptions of the Impact of Sponsorship on Brand Equity。Journal of Advertising,30(2),41-51。 |
8. | Goldberg, M. E.、Hartwick, J.(1990)。The Effects of Advertising Reputation and Extremity of Advertising Claim on Advertising Effectiveness。Journal of Consumer Research,17(2),172-179。 |
9. | Gwinner, Kevin P.(1997)。A model of image creation and image transfer in event sponsorship。International Marketing Review,14(3),145-158。 |
10. | Bennett, G.、Cunningham, C.、Dees, W.(2006)。Measuring the marketing communication activities of a professional tennis。Tournament, Sport Marketing Quarterly,15(2),91-101。 |
11. | Cornwell, Bettina T.、Relyea, G. E.、Irwin, R. L.、Maignan, I.、Maignan, I.(200006)。Understanding long-term effects of sports sponsorship: Role of experience, involvement, enthusiasm and clutter。International Journal of Sports Marketing and Sponsorship,2(2),39-55。 |
12. | Gratton, C.、Taylor, P.(1985)。The economics of sport sponsorship。National Westminster Bank Quarterly Review,53-68。 |
13. | Gardner, M. P.、Shuman, P. J.(1988)。Sponsorships and small businesses。Journal of Small Business Management,26(4),44-52。 |
14. | IEG(2000)。Year one of IRL title builds traffic, awareness for northern light。IEG Sponsorship Report,19(23),1-3。 |
15. | IEG(2003)。Sponsorship spending to increase 8.7 percent in 2004。IEG Sponsorship Report,22(24),4。 |
16. | Otker, T.(1988)。Exploitation: The key to sponsorship success。European Research,16(2),77-85。 |
17. | D'Astous, Alain、Bits, Pierre(1995)。Consumer evaluations of sponsorship programmes。European Journal of Marketing,29(12),6-22。 |
18. | Stipp, H.、Shiavone, N. P.(1996)。Modeling the impact of Olympic sponsorship on corporate image。Journal of Advertising Research,36(4),22-28。 |
19. | Brooks, Christine M.(1990)。Sponsorship: Strictly Business。Athletic Business,14(10),59-62。 |
20. | Ortony, Andrew、Turner, T. J.(1990)。What's basic about basic emotions?。Psychological Review,97(3),315-331。 |
21. | Bloxham, Mike(1998)。Brand Affinity and Television Programme Sponsorship。International Journal of Advertising,17(1),89-98。 |
22. | Bower, Amanda B.、Landreth, Stacy(2001)。Is Beauty Best? Highly Versus Normally Attractive Models in Advertising。Journal of Advertising,30(1),1-12。 |
23. | Cornwell, T. Bettina(1999)。Recent Developments in International Sponsorship Research。Sponsorship Business Review,2,36-42。 |
24. | Craig, C. Samuel、McGann, John M.(1978)。Assessing Communication Effects of Energy Conservation。Journal of Consumer Research,5,82-88。 |
25. | Dubé, L.、Le Bel, J.、Sears, D.(2003)。From Customer Value to Engineering Pleasurable Experiences in Real Life and Online。Cornell Hotel and Restaurant Administration Quarterly,44(5/6),124-130。 |
26. | Kinney, L.、McDaniel, S. R.(1996)。Strategic Implications of Attitude-toward-the-Ad in Leveraging Event Sponsorships。Journal of Sport Management,10,250-261。 |
27. | Musante, M.、Milne, G. R.、McDonald, M. A.(1999)。Sport sponsorship: Evaluating the Sport and Brand Image Match。International Journal of Sports Marketing and Sponsorship,1(1),32-47。 |
28. | Olsen, G. Douglas、Pracejus, John W.(2004)。Integration of Positive and Negative Affective Stimuli。Journal of Consumer Psychology,14(4),374-384。 |
29. | Rifon, Nora J.、Choi, Sejung Marina、Trimble, Carrie S.、Li, Hairong(2004)。Cogruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attribution of Sponsor Motive。Journal of Advertising,33(1),29-42。 |
30. | Staple, J.(199104)。Like and Ad...But Does It Interest Me。Admap。 |
31. | Storm, Christine、Storm, Tom(1987)。A Taxonomic Study of the Vocabulary of Emotions。Journal of Personality Social Psychology,53,805-816。 |
32. | Zeelenberg, Marcel、Pieters, Rik(1999)。Comparing Service Delivery to What Might Have Been: Behavioral Responses to Regret and Disappointment。Journal of Service Research,2(1),86-97。 |
33. | Cornwell, T. Bettina、Maignan, Isabelle(1998)。An international review of sponsorship research。Journal of Advertising,27(1),1-21。 |
34. | Dean, Dwane Hal(2002)。Associating the Corporation with a Charitable Event Through Sponsorship: Measuring the Effects on Corporation Community Relations。Journal of Advertising,31(4),77-87。 |
35. | 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。 |
36. | Goodstein, Ronald C.(1993)。Category-based applications and extensions in advertising: Motivating more extensive ad processing。Journal of Consumer Research,20(1),87-99。 |
37. | Grohs, Reinhard、Wagner, Udo、Vsetecka, Sabine(2004)。Assessing the effectiveness of sport sponsorships: An empirical examination。Scmalenbach Business Review,56(2),119-138。 |
38. | Heitsmith, G.(1994)。Event Promotions: Get Them by Their Hearts and Minds。Promo: The International Magazine for Promotion Marketing,31-32。 |
39. | Howard, D. J.、Gengler, C. G.(2001)。Emotional Contagion Effects on Product Attitudes。Journal of Consumer Research,28(2),189-201。 |
40. | Madrigal, Robert(2001)。Social identity effects in a belief-attitude-intentions hierarchy: Implications for corporate sponsorship。Psychology and Marketing,18(2),145-165。 |
41. | McDonald, C.(1991)。Sponsorship and the Image of the Sponsor。European Journal of Marketing,25(11),31-38。 |
42. | Misra, S.、Beatty, S. E.(1990)。Celebrity spokesperson and brand congruence: An assessment of recall and affect。Journal of Business Research,21(2),159-173。 |
43. | Mitchell, Deborah J.、Kahn, B. E.、Knasko, S. C.(1995)。There's Something in the Air: Effects of Congruent or Incongruent Ambient Odor on Consumer Decision Making。Journal of Consumer Research,22(2),229-238。 |
44. | Moore, David J.、Mowen, Jonn C.、Reardon, Richard(1994)。Multiple Sources in Advertising Appeals: When Product Endorsers Are Paid by the Advertising Sponsor。Journal of Academy of Marketing Science,22(3),234-243。 |
45. | Sternthal, Brian、Dholakia, Ruby、Leavitt, Clark(1978)。The Persuasive Effect of Source Credibility: Tests of Cognitive Response。Journal of Consumer Research,4(4),252-260。 |
46. | Stephens, Nancy、Gwinner, Kevin P.(1998)。Why don't some people complain? A cognitive-emotive process model of consumer complaint behavior。Academy of Marketing Science,26(3),172-189。 |
47. | Lynch, James、Schuler, Drue(1994)。The Matchup Effect of Spokesperson and Product Congruency: A Schema Theory Interpretation。Psychology & Marketing,11(5),417-445。 |
48. | Shaver, Philip、Schwartz, Judith、Kirson, Donald、O'Conner, Cary(1987)。Emotion Knowledge:Further Exploration of a Prototype Approach。Journal of Personality and Social Psychology,52(6),1061-1086。 |
49. | Sandler, D. M.、Shani, David(1989)。Olympic sponsorship vs. Ambush marketing: Who gets the gold?。Journal of Advertising Research,29(4),9-14。 |
50. | Edell, J. A.、Burke, M. C.(1987)。The power of feelings in understanding advertising effects。Journal of Consumer Research,14(3),421-433。 |
51. | Tauber, Edward M.(1988)。Brand leverage: strategy for growth in a cost-controlled world。Journal of Advertising Research,28(4),26-30。 |
52. | 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 |
53. | Turco, D. M.(1994)。Event Sponsorship: Effects on Consumer Brand Loyalty and Consumption。Sport Marketing Quarterly,3(3),35-38。 |
54. | Crimmins, J.、Horn, M.(1996)。Sponsorship: From Management Ego Trip to Marketing Success。Journal of Advertising Research,36(4),11-21。 |
55. | Meenaghan, Tony(1991)。The Role of Sponsorship in the Marketing Communications Mix。International Journal of Advertising,10(1),35-47。 |
56. | McCracken, Grant(1989)。Who is the celebrity endorser? Cultural foundations of the endorsement process。Journal of Consumer Research,16(3),310-321。 |
57. | Schachter, Stanley、Singer, Jerome E.(1962)。Cognitive, Social, and Physiological Determinants of Emotional State。Psychological Review,69(5),379-399。 |
58. | Holbrook, Morris B.、Hirschman, Elizabeth C.(1982)。The experiential aspects of consumptions: consumer fantasies, feelings and fun。Journal of Consumer Research,9(2),132-140。 |
59. | Zajonc, R. Bob(1980)。Feeling and Thinking: Preferences Need No Inferences。American Psychologist,35(2),151-175。 |
60. | McCarville, Ronald E.、Copeland, Robert P.(1994)。Understanding sport sponsorship through exchange theory。Journal of Sport Management,8(2),102-114。 |
61. | Lutz, R. J.、MacKenzie, S. B.、Belch, G. E.(1983)。Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences。Advances in Consumer Research,10(1),532-539。 |
62. | Shimp, Terence A.(1981)。Attitude toward the ad as a mediator of consumer brand choice。Journal of Advertising,10(2),9-48。 |
63. | Sandler, D. M.、Shani, D.(1993)。Sponsorship and the Olympic Games: The Consumer Perspective。Sport Marketing Quarterly,2(3),38-45。 |
64. | Vakratsas, Demetrios、Ambler, Tim(1999)。How Advertising Works: What Do We Really Know?。Journal of Marketing,63(1),26-43。 |
65. | MacKenzie, Scott B.、Lutz, Richard J.(1989)。An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context。Journal of Marketing,53(2),48-65。 |
66. | Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing,57(1),1-22。 |
67. | Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research,18(1),39-50。 |
68. | Sengupta, J.、Fitzsimons, G. J.(2000)。The Effects of Analyzing Reasons for Brand Preferences: Disruption or Reinforcement?。Journal of Marketing Research,37(3),318-330。 |
69. | Laros, Fleur J. M.、Steenkamp, Jan-Benedict E. M.(2005)。Emotions in consumer behavior: A hierarchical approach。Journal of Business Research,58(10),1437-1445。 |
70. | Biel, Alexander L.(1992)。How Brand Image Drives Brand Equity。Journal of advertising Research,32(6),RC6-RC12。 |
71. | Gwinner, Kevin P.、Eaton, John(1999)。Building Brand Image Through Event Sponsorship: The Role of Image Transfer。Journal of Advertising,28(4),47-57。 |
72. | Haley, Eric(1996)。Exploring the Construct of Organization as Source: Consumer's Understandings of Organizational Sponsorship of Avocacy Advertising。Journal of Advertising,25(2),19-35。 |
73. | Javalgi, Rajshekhar G.、Traylor, Mark B.、Gross, Andrew C.、Lampman, Edward(1994)。Awareness of sponsorship and corporate Image: An empirical investigation。Journal of Advertising,23(4),47-58。 |
74. | Koo, G. Y.、Quarterman, J.、Flynn, L.(2006)。Effect of Perceived Sport Event and Sponsor Image Fit on Consumers' Cognition, Affect, and Behavioral Intentions。Sport Marketing Quarterly,15(2),80-90。 |
75. | Meenaghan, John A.(1983)。Commercial Sponsorship。European Journal of Marketing,17(7),5-73。 |
76. | Speed, Richard、Thompson, Peter(2000)。Determinants of Sports Sponsorship Response。Journal of the Academy of Marketing Science,28(2),226-238。 |
77. | Kamins, Michael A.(1990)。An Investigation into the "Match-Up" Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep。Journal of Advertising,19(1),4-13。 |
78. | Breckler, Steven J.(1984)。Empirical Validation of Affect, Behavior, and Cognition as Destine Components of Attitude。Journal of Personality and Social Psychology,47(6),1191-1205。 |
79. | 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。 |
80. | Cornewll, T. B.、Weeks, C. S.、Roy, D. P.(2005)。Sponsorship-linked Marketing: Opening the Black Box。Journal of Advertising,34(2),21-42。 |
81. | Lutz, Richard J.、MacKenzie, Scott B.、Belch, George E.(1986)。The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations。Journal of Marketing Research,23(2),130-143。 |