中文部分
王保進（2004）。中文視窗版SPSS 與行為科學研究。臺北：心理。
王文科、王智弘（2005）。教育研究法。臺北市：五南。
朱家賢（1999）。促銷性廣告、產品品牌聯想形象、消費者屬性對廣
告效果影響之研究。未出版碩士論文，東吳大學，臺北市。
朱宜珊（2003）。廣告效果之市場價值研究─以超級盃廣告為例。未出版碩士論文，成功大學，臺南市。
汪承偉（2006）。廣告推薦人相似度的廣告效果影響之研究－同志族群為例。未出版碩士論文，中國文化大學，臺北市。
何蒼崧（2001）。品牌聯想形象與消費者特質對品牌延伸評估之影
響，未出版碩士論文。義守大學，高雄市。
沈孝思（2006）。品牌形象、知覺品質、知覺價值、顧客滿意與再購買意願之研究-以保健食品為例。未出版碩士論文，國立成功大學，臺南市。
余萬益（2006）。媒體資訊、經紀人特質、品牌形象對消費者委託房屋仲介業售屋意願之實證研究。未出版碩士論文，國立屏東商業技術學院，屏東市。
邱皓政（2006）。量化研究與統計分析：SPSS中文視窗版資料分析範
例解。臺北：五南。
邱皓政（2006）。結構方程模式。臺北市：雙葉書廊有限公司。
洪順慶（2001）。品牌管理。臺北：天下文化。
吳家瑞（2008）。國內大型重型機車參與者生活型態、休閒涉入、知覺
風險、休閒效益之研究—以線性結構方程模式之驗證。未出版
碩士論文，臺北市立教育大學，臺北市。
吳一斌（1999）。品牌卡位贏家－市場競爭中的法寶。臺北：維德文化。
林育則（2001）。廣告效果測試之研究。未出版碩士論文，國立政治大學，臺北市。
林翠瑩（2004）。品牌形象、品牌關係品質與品牌忠誠度之關聯性研
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林俊佑（2004）。認知價值、品牌形象與顧客滿意對消費者購買決策之影響-以大臺北地區金融控股公司為例。未出版碩士論文。真理大學，臺北市。
胡龍騰、黃瑋瑩、潘中道（2000）。研究方法步驟化學習指南。臺
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郝靜宜（1998）。消費者對消費性產品品牌形象之研究。未出版碩士論文，中國文化大學，臺北市。
徐靜儀（2001）。廣告訴求對廣告效果影響之研究－以網頁廣告為例。
未出版碩士論文，東吳大學，臺北市。
陳心瑜（2002）。顧客知識管理內容與關係行銷之研究。未出版碩士論
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陳清輝（2000）。影響網路問卷表現與紙筆問卷表現差異因素之探討。
未出版博士論文，輔仁大學，臺北縣。
陳振燧（1995）。顧客基礎的品牌權益衡量與建立之研究。未出版碩士論文，政治大學，臺北市。陳振燧（1996）。顧客基礎的品牌權益衡量與建立之研究。管理學報，15(4)，623-642。陳敏郎（2001）。廣告代言人對推薦品牌廣告效果影響之研究。未出版碩士論文，國立交通大學，新竹市。
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陳信中（2007）。中華職棒大聯盟兄弟象迷對運動贊助與關係行銷模式之研究－線性結構方程模式之驗證。未出版碩士論文，臺北市立教育大學，臺北市。
黃芳銘（2007）。結構方程模式—理論與應用。臺北：五南文化。
黃姿云（2004）。零售業商店國際品牌和自有品牌對購買傾向的影響—
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程紹同（2001）。企業商戰剖析。臺北：漢文書店。
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