| Reference: | 參考書目
一、中文部份:
1王天津著，運動鞋產品屬性與購買行為關係之研究，新竹:交通大學管理科學研究所碩士論文，民國73年6月。
2王志剛著，「打擊權威的廣告」，行銷/推銷53期，台北:哈佛企業管理顧問公司，
民國72年12月，頁24-25。
3江建良著，「使用情境與產品涉入對購買意願影響之研究」，1988龍騰論文獎論文集，台北:宏科技管理教育中心出版，民國77年9月。
4何廣著，「台北市大學生對運動鞋購買行為之研究，台北:文化大學企業管理研究所碩士論文，民國76年6月。
5許士軍著，「出色的廣告靠定位」，現代管理月刊115期，台北:現代管理月刊社，民國75年8月，頁5-8。
6黃奇鏘著，「廣告效果之測定與衡量」，動腦49期，台北:哈佛企管顧問公司，民國70年7月，頁7-8。
7黃俊英著，多變量分析，台北:華泰書局，民國77年2月三版。
8黃俊英著，行銷研究:管理與技術，台北:華泰書局，民國76年1月三版。
9黃淑玫著，明示品牌比較的廣告效果一廣告型態、產品參與度、訊息量的影響研究，新竹:交通大學管理科學研究所碩士論文，民國76年6月。
10葉仲民著，出國旅遊者心理區隔及偏好之分析，台北:政治大學企業管理研究所碩士論文，民國74年6月。
11楊福原著，低涉入購買行為決策過程之實證研究，台北:淡江大學管理科學研究所碩士論文，民國75年6月。
12樊志育著，廣告效果研究，台北;三民書局，民國73年。
13戴國良著，「廣告的製作策略」，現代管理月刊116期，台北:現代管理月刊社，民國75年9月，頁70-73。
14闕河士著，消費者抱怨行為及其影響因素，台北:政治大學企業管理研究所碩士當文，民國78年6月。
15「金牌產品四度調查揭曉」，突破114期，台北:哈佛企業管理顧問公司，民國78年1月，頁12-30。
16 P.Kot1er、(principles of Marketing:1986)王志剛、陳正男合譯，行銷學原理，
台北:華泰書局，民國76年9月初版。
17 P.Kot1er(Markéting Management-Analysis, Planning, and Contro1:1984)，陳振遠、陳振田合譯，行銷管理-分析、規劃與控制，台北:五南圖書出版公司
，民國74年12月初版。
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10 Droge,C. and R.Y Darmon,"Associate Positioning Strategies Through Comparative
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11 Earl,R.L. and W.M.Pride,"The Effects of Advertisement Structure,Mess-sage Sideness,
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12 Engel.J.F.,R.D.Blackwell and P.W.Miniard, Consumer behavior. Chicago:The Dryden. 1986.
1 3 Etgar,M.and S. A. Goodwin, "One-Sided Versus Two-Sided Comparative Message
Appeals for New Brand Introductions,"journal of Consumer Research 9, March1982,
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14 Fishbein,M. and I. Ajzen, Belief, Attitude, Intention and Behavior: An Introduction
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15Golden,L.L.,"Consumer Reactions to Explicit Brand Comparisons in Adverti-
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16Goodwin.S. and M. Etgar."An Emperimental Investigation of Comparative Message
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17 Gorn.G. J."The Effects of music in Advertising on Choice Behavior:A Classical Conditioning Approach." Journal of Marketing 46. Wirter 1982.PP.94-101.
18 Gorn. G. J. and C. B. Weinberg."The Impact of Comparative Advertising on Perception and Attitude:Some Positive Findings."Journal of Consumer Research 11, September 1984. PP.719-727.
19 Green. P. E. and V. R. Rao. Applied Multidimensional Scaling: A Comparison of Approaches and Algorithms. Illinois: Dryden Press. 1972.
20 Greenwald, A.G.and C.Leavitt,"Cognitive Theory and Audience Theory,"Psychological
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21 Grossbart.S.,D.D. Muehling and N. Kangun,"Verbal and Visual References to
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24 Hoyer. W. D.," An Examination of Consumer Decision Making for a Common Repeat
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31 Lamb.C.W.Jr.,W.M. Pride and B.A.Pletcher."A taxonomy for Comparative
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34 Levy. R.,"Big Resurgence in Comparative Ads,"Dun`s Business Month 129,
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35 Lutz,R.J.," Affective and Cognitive Antecedents of Attitude Toward the Ad:A Conceptual Framework.” Psychological Processes and Advertising Effects.L. F.Alwitt
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36 Lutz,R.J.and John L. Swasy, "Integrating Cognitive Structure and Cognitive Response
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37 MacKenzie, S,B.,R.J.Lutz and G. E. Belch,"The Role of attitude Toward the Ad as,
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38 Messmer,D.J.," Repetition and Attitudinal Discrepancy Effects in the Affective Response to television Advertising," Journal of Business Research.7, March1979,PP.75-93.
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40 Moriarty,S.E.,Creative Advertising: Theory and Practice.New Jersey: Prentice-Hall Inc. 1986.
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