期刊論文| 1. | Chang, Chingching(2003)。Party Bias in Political Advertising Processing: Results from an Experiment Involving the 1998 Taipei Mayor Election。Journal of Advertising，32(2)，55-67。   |
| 2. | Tarn, D. D. C.(2005)。Raising services' tangibility in foreign markets via marketing: a model construction and a cross-national comparative empirical survey。International Marketing Review，22(3)，327-352。 |
| 3. | Tsai, Shu-Pei(2005)。Utility, cultural symbolism and emotion: A comprehensive model of brand purchase value。International Journal of Research in Marketing，22(3)，277-291。 |
| 4. | Blodgett, J. G.、Lu, L. C.、Rose, G. M.、Vitell, S. J.(2001)。Ethical sensitivity to stakeholder interests: A cross-cultural comparison。Academy of Marketing science，29(2)，190-203。 |
| 5. | Hsieh, Y. C.、Chiu, H. C.、Chiang, M. Y.(2005)。Maintaining a Committed Online Customer: A Study across Search-experience-credence Products。Journal of Retailing，81(1)，75-82。 |
| 6. | Chiou, J. S.(2003)。The Impact of Country of Origin on Pretrial and Post-Trial Product Evaluations: The Moderating Effect of Consumer Expertise。Psychology and Marketing，20(10)，935-954。 |
| 7. | Chang, C. C.(2005)。Ad-self-congruency effects: Self-enhancing cognitive and affective mechanisms。Psychology & Marketing，22(11)，887-910。 |
| 8. | Wu, C. C.、Wang, C. J.(2005)。A positive theory of private label: A strategic role of private label in a duopoly national-brand market。Marketing Letters，16(2)，143-161。 |
| 9. | Yu, P. S.(2004)。My home, my comfort: An ethnography of the fantasy home comfort。Advances in Consumer Research，31，13-14。 |
| 10. | Lin, C. H.、Lin, Y. C.、Raghubir, P.(2004)。The interaction between order of elicitation and event controllability on the self-positivity bias。Advances in Consumer Research，31，523-529。 |
| 11. | Lu, L. Y. Y.、Yang, C. Y.(2004)。The R&D and marketing cooperation stages: An empirical study across new product development of Taiwan's IT industry。industrial Marketing Management，33(7)，593-605。 |
| 12. | Hsieh, M. H.(2004)。An investigation of country-of-origin effect using correspondence analysis: a cross-national context。International Journal of Market Research，46(3)，267-295。 |
| 13. | Fader, P. S.、Hardie, B. G. S.、Huang, C. Y.(2004)。A dynamic change point model for new product sales forecasting。Marketing Science，23(1)，50-65。 |
| 14. | Huang, M. H.(2004)。Romantic love and sex: Their relationship and impacts on ad attitudes。Psychology & Marketing，21(1)，53-73。 |
| 15. | Lou, Y. C.、Chen, S. F. S.(2002)。Order effects on social attitude in an eastern culture: Implications for cross-cultural consumer research。Advances in Consumer Research，29，386-386。 |
| 16. | Warden, C. A.、Lai, M. K.、Wu, W. Y.(2002)。How worldwide is marketing communication on the World Wide Web。Journal of Advertising Research，42(5)，72-84。 |
| 17. | Huang, M. H.(2001)。Measuring ad-evoked love。Advances in Consumer Research，28，295-300。 |
| 18. | Krishnan, H. S.、Trappey, C. V.(1999)。Nonconscious memory processes in marketing: A historical perspective and future directions。Psychology & Marketing，16(6)，451-457。 |
| 19. | Hu, T. L.、Sheu, J. B.(2005)。Relationships of Channel Power, Noncoercive Influencing Strategies, Climate, and Solidarity--A Real Case Study of the Taiwanese PDA Industry。Industrial Marketing Management，34(5)，447-461。 |
| 20. | Cheng, J. M.-S.、Blankson, C.、Wu, P. C. S.、Chen, S. S. M.(2005)。A stage model of international brand development: the perspectives of manufacturers from two newly industrialized economies-South Korea and Taiwan。Industrial Marketing Management，34(5)，504-514。 |
| 21. | Huang, J. H.、Lee, B. C. Y.、Ho, Shu Hsun(2004)。Consumer attitude toward gray market goods。International Marketing Review，21(6)，598-614。 |
| 22. | Chang, Chingching(2004)。The interplay of product class knowledge and trial experience in attitude formation。Journal of Advertising，33(1)，83-92。 |
| 23. | Lin, Chinho、Wu, Wann-Yih、Wang, Zhi-Feng(2000)。A study of market structure: brand loyalty and brand switching behaviours for durable household appliances。International Journal of Market Research，42(3)，277-300。 |
| 24. | Huang, M. H.、Yu, S.(1999)。Are Consumers Inherently or Situationally Brand-Loyal? A Set Intercorrelation Account for Conscious Brand Loyalty and 74。Non-Conscious Inertia. Psychology & Marketing，16(6)，523-544。 |
| 25. | Hsieh, A. T.、Chang, W. T.(2004)。The Effect of Consumer Participation on Price Sensitivity。The Journal of Consumer Affairs，38(2)，282-296。 |
| 26. | Bei, Lien-Ti、Widdows, Richard(1999)。Product Knowledge and Product Involvement as Moderators of the Effects of Information on Purchase Decisions: A Case Study Using the Perfect Information Frontier Approach。Journal of Consumer Affairs，33(1)，165-186。 |
| 27. | Jen, Lichung、Chou, Chien-Hend、Allenby, Greg M.(2003)。A Bayesian Approach to Modeling Purchase Frequency。Marketing Letters，14(1)，5-20。 |
| 28. | Chang, Yuhmiin、Thorson, Esther(2004)。Television and Web Advertising Synergies。Journal of Advertising，33(2)，75-84。 |
| 29. | Hsieh, Ming-huei、Pan, Shan-Ling、Setiono, Rudy(2004)。Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis。Journal of the Academy of Marketing Science，32(3)，251-270。 |
| 30. | Chang, C.(2005)。The Moderating Influence of Ad Framing for Ad-self-congruency Effects。Psychology & Marketing，22(12)，955-968。 |
| 31. | Tsai, S. P.(2005)。Impact of Personal Orientation on Luxury-Brand Purchase Value。International Journal of Market Research，47(4)，429-454。 |