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R.(1989)。Typology of main message strategies for television commercials。Journal of advertising，18(1)，36-41。 | | 12. | Westberg, K.、Pope, N.(2014)。Building brand equity with cause-related marketing: a comparison with sponsorship and sales promotion。Journal of Marketing Communications，20(6)，419-437。 | | 13. | 方菁容、鄧成連、衛萬里(20160300)。建構數位廣告設計創意評價之構面與準則。設計學報，21(1)，1-18。 延伸查詢 | | 14. | Kotler, Philip、Zaltman, Gerald(1971)。Social marketing: An approach to planned social change。Journal of Marketing，35(3)，3-12。 | | 15. | 陸宛蘋(20151200)。當企業遇上公益--淺談企業公益行銷與企業社會責任。社區發展季刊，152，69-82。 延伸查詢 | | 16. | Bae, Mikyeung(2017)。Matching cause-related marketing campaign to culture。Asian Journal of Communication，27(4)，415-432。 | | 17. | James, William M.(2011)。The appeals of luxury advertising: An application of Taylor's six-segment message strategy wheel。The Elon Journal of Undergraduate Research in Communications，2(2)，62-75。 | | 18. | Hwang, J.、McMillan, S.、Lee, G.(2003)。Corporate web sites as advertising: An analysis of function, audiences, and message strategy。Journal of Interactive Advertising，3，12-32。 | | 19. | Lafferty, B. A.、Lueth, A. K.、McCafferty, R.(2016)。An Evolutionary Process Model of Cause-Related Marketing and Systematic Review of the Empirical Literature。Psychology and Marketing，33(11)，951-970。 | | 20. | Rayport, Jeffrey F.(2013)。Advertising's New Medium: Human Experience。Harvard Business Review，91(3)。 | | 21. | Polonsky, M. T.、Speed, R.(2001)。Linking sponsorship and cause related marketing: Complementarities and conflict。European Journal of Marketing，35(11/12)，1361-1385。 | | 22. | Tsai, W.、Lancaster, A.(2012)。Message strategies in direct-to-consumer pharmaceutical advertising: A content analysis using Taylor's six-segment message strategy wheel。Health Marketing Quarterly，29，239-255。 | | 23. | Varadarajan, P. Rajan、Menon, Anil(1988)。Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy。Journal of Marketing，52(3)，58-74。 | | 24. | Alcañiz, Enrique Bigné、Cáceres, Ruben Caceres、Pérez, Rafael Currás(2010)。Alliances between brands and social causes: The influence of company credibility on social responsibility image。Journal of Business Ethics，96(2)，169-186。 | | 25. | Berens, Guido、van Riel, Cees B. M.、van Bruggen, Gerrit H.(2005)。Corporate associations and consumer product responses: The moderating role of corporate brand dominance。Journal of Marketing，69(3)，35-48。 | 會議論文| 1. | Morrison, M.、White C.(2000)。Super.com: An analysis of message strategies utilized in super bowl ads for dot.com companies。The Association for Education in Journalism and Mass Communication conference。Phoenix, AZ。 | | 2. | Lee, G.(2000)。Differences in the use of message strategies between the U.S. and Korean television automobile commercials。The National Conference of the Association for Education in Journalism and Mass Communication。Phoenix, AZ。 | | 3. | Lee, G.、Kyoungtae, J. N.、Hwang J.(2001)。Message strategies of American and Korean television commercials。The 2001 conference of the American academy of advertising。Salt Lake City：American Academy of Advertising。29-30。 | 圖書| 1. | Pringle, Hamish、Thompson, Marjorie(1999)。Brand Spirit: How Cause Related Marketing Builds Brands。John Wiley & Sons, Inc.。 | | 2. | Kotler, Philip、Roberto, Ned、Lee, Nancy、俞玫妏、蕭崑杉(2005)。社會行銷。台北市：五南。 延伸查詢 | | 3. | Krippendorff, Klaus、曹永強(2014)。內容分析：方法學入門。五南圖書出版股份有限公司。 延伸查詢 | | 4. | 鄭自隆(2015)。傳播研究與效果評估。臺北：五南。 延伸查詢 | | 5. | Lee, N. R.、Kolter, P.、俞玫妏(2019)。社會行銷：打破同溫層的第一步，運用行銷思維實現社會改革。台北：五南圖書。 延伸查詢 | | 6. | Pearce, J.、Robinson, R.(2014)。Strategic management: Planning for domestic & global competition。New York, NY：McGraw Hill Education。 | | 7. | 金弘卓、楊爾寧(2015)。Playground數位行銷遊戲：終結舊廣告時代，改變世界的10個行銷關鍵字+80個Big idea。台北市：創意市集：城邦文化。 延伸查詢 | | 8. | 賴治怡(2016)。700億台幣「好」生意：激勵人心、解決問題、讓社會進步的CSR、行銷與社企。新北市：小魚廣告網工作室。 延伸查詢 | | 9. | Whiteley, N.(1993)。Design for society。Reaktion Books。 | | 10. | Kotler, Philip(1996)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。 | | 11. | 高希均、林宜諄(2008)。企業社會責任入門手冊。台北市：天下遠見。 延伸查詢 | | 12. | 王石番(1991)。傳播內容分析法--理論與實踐。台北：幼獅文化。 延伸查詢 | 其他| 1. | (2018)。2015 Cone communication/Ebiquity Global CSR Study，http://www.conecomm.com/2015-cone-communications-ebiquity-global-csr-study-pdf。 | | 2. | (2017)。The New architecture for the Lions in 2018，https://www.canneslions.com/our-awards。 | | 3. | Jones, P.(2009)。An interview with cause related marketing pioneer Jerry Welsh，http://www.causemarketing.biz/2009/02/aninterview-with-cause-related-marketingpioneer-jerrywelsh。 | | 4. | (2017)。「重力的眩暈猫」廣告獲得世界最高峰坎城國際創意節七項大獎，http://www.u-acg.com/archives/14396。 延伸查詢 | | 5. | (2017)。臺灣在坎城創意節得獎小回顧，http://www.kleinerfisch.com/blog/2015/03/tqiwan-at-cannes/。 延伸查詢 | | 6. | 李佳珊(2009)。公益行銷不是公關活動而是企業的社會責任，https://www.brain.com.tw/news/articlecontent?ID=9805。 延伸查詢 | | 7. | 品牌幾何(20160628)。營銷人應該知道的廣告獎項（國際篇），https://kknews.cc/zh-tw/design/595m2l.html。 延伸查詢 | | 8. | (20150306)。當你真心想完成一件事，全世界都會幫你--關於策展活動的七件事，https://www.thenewslens.com/article/13473。 延伸查詢 | 圖書論文| 1. | 朱竹元(2016)。期許持續創新，帶動社會往更良善的方向前進。700億台幣「好」生意：激勵人心、解決問題、讓社會進步的CSR、行銷與社企。新北市：小魚廣告網工作室。 延伸查詢 | | 2. | 彭滂沱(2016)。當廣告費追求社會公益。700億台幣「好」生意：激勵人心、解決問題、讓社會進步的CSR、行銷與社企。台北：小魚廣告網工作室。 延伸查詢 | |