| 期刊論文| 1. | Tsai, S. P.(2007)。Message framing strategy for brand communication。Journal of Advertising Research，47(3)，364-377。   | | 2. | Donahay, B.、Rosenberger, P. J.(2007)。Using brand personality to measure the effectiveness of image transfer in formula one racing。Marketing Bulletin，18(1)，1-15。 | | 3. | Johar, G. V.(1995)。Consumer Involvement and Deception from Implied Advertising Claims。Journal of Marketing Research，32(3)，267-279。 | | 4. | Michaelidou, N.、Dibb, S.(2006)。Product Involvement: An Application in Clothing。Journal of Consumer Behavior，5(5)，442-453。 | | 5. | Mittal, B.、Lee, M. S.(1988)。Separating Brand-Choice Involvement From Product Involvement Via Consumer Involvement Profiles。Advances in Consumer Research，15，43-49。 | | 6. | 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。 | | 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。 | | 8. | Gwinner, Kevin P.(1997)。A model of image creation and image transfer in event sponsorship。International Marketing Review，14(3)，145-158。 | | 9. | Fenton, W.(200902)。The global sponsorship market。Journal of Sponsorship，2(2)，120-130。 | | 10. | Smith, G.(2004)。Brand image transfer through sponsorship: A consumer learning process。Journal of Marketing Management，3(20)，457-474。 | | 11. | McDonald, C.(1991)。Sponsorship and the Image of the Sponsor。European Journal of Marketing，25(11)，31-38。 | | 12. | 陳善能、徐木蘭、蘇建勳、許金田(20050600)。運動行銷之探討--以企業贊助奧運為例。交大管理學報，25(1)，29-66。 延伸查詢 | | 13. | Mcdaniel, S. R.(1999)。An investigation of match-up effects in sport sponsorship advertising: The implications of consumer advertising schemas。Psychology and Marketing，16(2)，163-184。 | | 14. | Maclnnis, Deborah J.、Jaworski, Bernard J.(1989)。Information processing from advertisements: Toward an integrative framework。Journal of Marketing，53(4)，1-23。 | | 15. | Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。 | | 16. | Speed, Richard、Thompson, Peter(2000)。Determinants of Sports Sponsorship Response。Journal of the Academy of Marketing Science，28(2)，226-238。 | | 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。 | | 18. | 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。 | | 19. | Bloch, P. H.(1981)。An exploration into the scaling of consumer’s involvement with aproduct class。Advances in Consumer Research，1(8)，61-65。 | | 20. | Burner II, G. C.,、Kumar, A.(2002)。Similarity analysis of three attitude-toward –the websitescales。Journal of Electronic Commerce，2(3)，163-172。 | | 21. | Hoffman, P. M.(2000)。The revolution will not be televised: Introduction to the special issue on marketing science and the internet。Marketing Science，19(1)，1-3。 | | 22. | Johar, G. V., Pham, M. T.,、Wakefield, K. L.(2006)。How event sponsors are really identified: A (Baseball) field analysis。Journal of Advertising Research，2(46)，183-198。 | | 23. | Koo, G. Y., Quarterman, J.,、Flynn, L.(2006)。Effects of perceived sport event and sponsor image fit on consumers’ cognition, affect, and behavioral intentions。Sport Marketing Quarterly，2(15)，80-90。 | | 24. | Lutz, R. J., MacKenzie, S. B.,、Belch, G. E.(1986)。Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences。Advances in Consumer Research，3(10)，532-539。 | | 25. | Nkwocha, I., Yeqing, B., William, C.,、Herbert V, B.(2005)。Product fit and consumer attitude toward brand extension: The moderating role of product involvement。Journal of Marketing Theory & Practice，3(13)，49-61。 | | 26. | Palanisamy, R.(2004)。Impact of gender differences on online consumer characteristic on web-based banner effectiveness。Journal of Services Research，2(4)，45-74。 | | 27. | Palanisamy, R.,、Wong, S. A.(2003)。Impact of online consumer characteristic on webbased banner advertising effectiveness。Global Journal of Flexible Systems Management，2(4)，15-25。 | | 28. | Palumbo, F.,、Herbig, P.(1998)。International marketing tool: The internet。Industrial Management & Data Systems，6(98)，253-261。 | | 29. | Seo, W. J., Green, B. C., Ko, Y. J., Lee, S.,、Schenewark, J.(2007)。The effect of webcohesion, web commitment, and attitude toward the website on intensions to use NFL teams’ websites。Sport Management Review，3(10)，231-252。 | | 30. | Sicilia, M., Ruiz, S.,、Reynolds, N.(2006)。Attitude formation online: How the consumer’s need for cognition affects the relationship between attitude towardsthe website and attitude towards the brand。International Journal of Market Research，2(48)，139-154。 | 會議論文| 1. | Jee, J.,、Lee, W. N.(2003)。The impact of personal factors on perceivedinter activity, attitude toward the website and brand choice。Kazusa, Arc。 | 圖書| 1. | 吳明隆、涂金堂(2005)。SPSS與統計應用分析實務。五南圖書出版股份有限公司。 延伸查詢 | | 2. | Kotler, Philip(1999)。Marketing management: analysis, planning, implementation and control。Prentice-Hall。 | |