| Reference: | 中文文獻
李宜真. (2019). 網路紅人說服效果之研究. 國立政治大學.
李威龍, 留淑芳, & 劉明宗. (2005). 網路口耳相傳訊息數量, 訊息方向暨性別對訊息說服效果之影響. 行銷科學學報, 1(2), 165-201.
杜錦豊, 李志峰, & 邱智麟. (2003). 論運動贊助與贊助效益的評量. 政大體育研究, (15), 121-134.
林房儹. (2003). 運動產業分類與四P模型之探討. 臺灣體育運動管理學報, 2, 1-13.
林建煌. (2002). 消费者行为. 智胜文化事业有限公司.
徐靜儀. (2002). 廣告訴求對廣告效果影響之研究-以網頁廣告為例. 東吳大學. 台北市
祝鳳岡. (1996). 整合行銷傳播之應用: 觀念與問題. 傳播研究簡訊, (6), 6-8.
張良漢. (1999). 企業贊助體育運動初探. 大專體育, 42, 142-148.
張春健. (2009). 贊助天機—贊助活動之必讀. 企業管理出版社.
陳忠斌. (2018). 網紅代言效果之探討 : 以產品與代言人一致性為調節變數. 國立政治大學. 台北市
陳敏郎. (2001). 廣告代言人對推薦品牌廣告效果影響之研究. 國立交通大學. 新竹市.
程紹同. (1998). 運動贊助策略學. 漢文書局.
賀鈺婷. (2021). 品牌運用名人之行銷與口碑效果-以戴資穎代言運動品牌為例. 國立政治大學. 台北市.
黃煜. (2008). 運動行銷學. 華都文化.
黃靖中. (2010). 運動代言人形象與消費者購買意願之影響-以品牌形象為調節變項. 國立高雄師範大學. 高雄市.
葉公鼎. (2001). 論運動產業之範疇與分類. 運動管理季刊, 1, 8-21.
練乃華. (1990). 推薦式廣告之溝通效果研究. 國立臺灣大學商學研究所. 台北市
蔡俊五, & 趙長杰. (2001). 體育贊助導論. 北京：人民體育出版社.
蔡俊五. (1999). 體育贊助的起源、地位和魅力. 北京體育師範學院學報, 11(4), 13-20.
蔡淑妹. (2002). 運動品牌代言人可信度來源因素對消費者購買意願影響之研究.國立台灣科技大學. 台北市
英文文獻
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295.
Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 14(4), 538-555.
Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642-663.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31-40.
Boone, L. E., Kurtz, D. L., & Sandburg, E. (1998). Contemporary marketing : wired (9th ed.). Dryden Press.
Bristor, J. (1990). Enhanced explanations of word of mouth communications; the power of relations. Research in Consumer Behavior, 4, 51-83.
Broughton, D., & Nethery, R. (1999). The answer: $213 billion. Sports Business Journal, 2(35), 23-26.
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.
Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of Strategic Marketing, 6(3), 241-254.
Chelladurai, P. (1996). Sport management: Its scope and career opportunities. The management of sport: Its foundations and applications, 22-27.
Chen, S.-C. (2011). Understanding the effects of technology readiness, satisfaction and electronic word-of-mouth on loyalty in 3C products. Australian Journal of Business and Management Research, 1(3).
Chun-Yao, H., & Ping-Yu, L. (2016). Electronic WOM and online review–A literature review. Tai Da Guan Li Lun Cong, 26(3), 215.
Comte, E., & Stogel, C. (1990). Sports: A $ 63.1 billion industry. The Sporting News, 60-66.
Cornwell, T. B., & Maignan, I. (1998). An international review of sponsorship research. Journal of Advertising, 27(1), 1-21.
Day, G. S. (1971). Attitude change, media and word of mouth. Journal of advertising research.
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
Evans, & Berman, B. (1997). Marketing / Joel R. Evans, Barry Berman. (7th ed.). Prentice Hall.
Farrelly, F., Quester, P., & Greyser, S. A. (2005). Defending the co-branding benefits of sponsorship B2B partnerships: The case of ambush marketing. Journal of Advertising Research, 45(3), 339-348.
Feldwick, P. (1996). What is brand equity anyway, and how do you measure it?. Market Research Society. Journal., 38(2), 1-17.
Freiden, J. B. (1984). Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of Advertising Research, 24(5), 33-41.
Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research,19(5), 63–71.
Gardner, R. & Shuman, P. (1988). Sponsorships and small businesses. Journal of Small Business Management, 26(4), 44–52.
Goldsmith, R. E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 2-14.
Heider, F. (1946). Attitudes and cognitive organization. The Journal of psychology, 21(1), 107-112.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing (John Wiley & Sons), 18(1), 38-52.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and Persuasion.
Jeong, H. J., & Koo, D. M. (2015). Combined effects of valence and attributes of e-WOM on consumer judgment for message and product: The moderating effect of brand community type. Internet Research, 25(1), 2-29.
Katz, E., & Lazarsfeld, P. F. (1964). Personal Influence, The part played by people in the flow of mass communications. Transaction publishers.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.
Kelman, H. C. (1961). Processes of opinion change. Public opinion quarterly, 25(1), 57-78.
Kuzma, J. R., Shanklin, W. L., & McCally, J. F. (1993). Number one principle for sporting events seeking corporate sponsors: Meet benefactor's objectives. Sport Marketing Quarterly, 2(3), 27-32.
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.
Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. Advance in Consumer Research, 10, 532-539.
MacKenzie, S. B., & Lutz, R. 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.
Maltby, J., Day, L., McCutcheon, L. E., Houran, J., & Ashe, D. (2006). Extreme celebrity worship, fantasy proneness and dissociation: Developing the measurement and understanding of celebrity worship within a clinical personality context. Personality and individual differences, 40(2), 273-283.
Marshall, R., & WoonBong, N. (2003). An experimental study of the role of brand strength in the relationship between the medium of communication and perceived credibility of the message. Journal of Interactive Marketing, 17(3), 75-79.
McCarville, R. E., & Copeland, R. P. (1994). Understanding sport sponsorship through exchange theory. Journal of Sport Management, 8(2), 102-114.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
McGuire, W. J. (1985). The nature of attitudes and attitude change. Handbook of social psychology, 2, 233-346.
Meek, A. (1997). An estimate of the size and supported economic activity of the sports industry in the United States. Sport Marketing Quarterly, 6, 15-22.
Meenaghan, T. (1991). The role of sponsorship in the marketing communications mix. International Journal of Advertising, 10(1), 35-47.
Meenaghan, T. (2001). Sponsorship and advertising: A comparison of consumer perceptions. Psychology & Marketing, 18(2), 191-215.
Mowen, J. C., & Brown, S. W. (1981). On explaining and predicting the effectiveness of celebrity endorsers. ACR North American Advances.
Mullin, B. J., Hardy, S., & Sutton, W. (2014). Sport marketing (4th ed.). Human Kinetics.
Mullin, B. J., Hardy, S., & Sutton, W.A. (1993). Sport marketing. Human Kinetics.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
Ohanian. (1991). The Imapct of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase. Journal of Advertising Research, 31(1), 46–54.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: A multiple-item scale for assessing electronic service quality. Journal of service research, 7(3), 213-233.
Parks, J. B., & Zanger, B. R. (1990). Sport & Fitness Management. Human Kinetics.
Pitts, B. G., & Stotlar, D. K. (1996). Fundamentals of sport marketing. Morgantown, WV: Fitness Information Technology.
Pitts, B., Fielding, L. W., & Miller, L. K. (1994). Industry segmentation theory and the sport industry: Developing a sport industry segment model. Sport Marketing Quarterly, 3(1), 15-24.
Pope, N. K., & Voges, K. E. (2000). The impact of sport sponsorship activities, corporate image, and prior use on consumer purchase intention. Sport Marketing Quarterly, 9(2).
Porter, M. E. (2011). Competitive advantage of nations: creating and sustaining superior performance. simon and schuster.
Porter, M. E., & Kramer, M. R. (1985). Advantage. Creating and Sustaining Superior Performance, Simons, 56-68.
Reddy, S. K., Holak, S. L., & Bhat, S. (1994). To extend or not to extend: Success determinants of line extensions. Journal of marketing research, 31(2), 243-262.
Shank, M. D. (1999). Sports Marketing: A Strategic Perspective. Prentice-Hall.
Singh, J. (1990). Voice, exit, and negative word-of-mouth behaviors: An investigation across three service categories. Journal of the Academy of Marketing Science, 18(1), 1-15.
Sleight, S. (1989). Sponsorship: What it is and how to use it. McGraw Hill.
Smith, D. C., & Park, C. W. (1992). The effects of brand extensions on market share and advertising efficiency. Journal of marketing research, 29(3), 296-313.
Smith, R. E., & Vogt, C. A. (1995). The Effects of Integrating Advertising and Negative Word-of-Mouth Communications on Message Processing and Response. Journal of Consumer Psychology, 4(2), 133-151.
Srivastava, R. K., & Shocker, A. D. (1991). Brand equity: a perspective on its meaning and measurement.
Stotlar, D. K. (1993). Successful sport marketing. Brown & Benchmark.
Wernick, A. (1991). Promotional culture. CTheory, 15(1-3), 260-281.
West, P. M., & Broniarczyk, S. M. (1998). Integrating multiple opinions: The role of aspiration level on consumer response to critic consensus. Journal of Consumer Research, 25(1), 38-51.
Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing research, 24(3), 258-270.
Wiener, J. L., & Mowen, J. C. (1985). Source credibility: On the independent effects of trust and expertise when attractiveness is held constant. In Working Paper 85-3. Oklahoma State University.
Wilson, B. R., & Glaros, T. M. (1994). Managing Health Promotion Programs. Human Kinetics. |
