Reference: | 中文部分 林智新,1983年,品牌春秋,台北:長河出版社。 林俊謀,1999年,結合數字與中英文品牌名稱對產品及品牌態度影響效果之研究,淡江大學國際貿易學系國際企業學研究所。 呂旺坤,彭建彰,2005年,品牌行銷與管理,華泰文化出版。 呂明興,2001年,品牌名稱建議性與參考資訊對產品評價影響之研究,台灣科技大學企業管理學系研究所。 沈雲聰、湯宗勳 譯,David A. Aaker 著,1998年,品牌行銷法則-如何打造強勢品牌?,商業周刊出版。 吳莉華,2000年,符號化品牌對品牌延伸效果之研究,淡江大學國際貿易學系國際企業學研究所。 吳克振 譯,Kevin Lane Keller著,2001年,品牌管理,華泰文化出版。 范文毅 譯,Alycia Perry與David Wisnom III著,2000年,品牌優生學,滾石文化出版。 陳淑芬,1998年,品牌個性與品牌偏好之關聯性研究,淡江大學管理科學研究所。 陳祺勳,2004年,台灣地區小劇場文化消費行為研究,中山大學藝術管理研究所。 曾義明、林俊謀,2001年7月,含數字性品牌名稱對品牌與產品認知效果之研究,廣告學研究,第17期 :61-81 張重昭,1989年,高科技產品特質、行銷問題與行銷決策,台北市銀月刊,第20卷第12期:75-93。 黃俊英,1986年,高科技產品的行銷,現代管理月刊,第108卷:19-20。 劉麗真譯,Al Ries & Laura Ries著,2000年,網路品牌法則:網路一夕數變,永恆不變的法則為何?,臉譜文化事業公司出版。 英文部分 Aaker, David A. (1991), Managing Brand Equity, New York: The Free Press. Aaker, David A.(1996), Building Strong Brand, New York: The Free Press. Ang, Swe Hoon (1996) ,“Chinese Consumers’ Perceptions of Alpha-numeric Brand Names,” Asia Pacific Journal of Marketing and Logistics, 31-47. Barwise, Patrick (1993),”Introduction to The Special Issue on Brand Equity,” International Journal of Research in Marketing, Vol.10, No.1 Boyd, Colin W. (1985), “Point of View, Alpha-numeric Brand name,” Journal of Advertising Research, 25(5), 48-52. Cobb-Walgren, C.J., Rube, C.A. and Donthu, Naveen (1995),”Brand Equity, Brand Preference, and Purchase Intent,” Journal of Advertising, Vol.24, No.3 , 25-40. Chan, Allan K.K. and Huang, Yue Yuan (1997), “Brand naming in China: a linguistic approach,” Marketing Intelligence & Planning, 227-234. Doeden, Daniel L.(1981),”How to Select A Brand Name,” Marketing Communications, 58-61. Doyle, Peter (1990),”Building Successful Brands: The Strategic Options,” Journal of Consumer Marketing, Spring, 5-20. Farquhar, Peter H. (1989)”Managing Brand Equity,” Marketing Research (September), 24-33. Higgins, Susan H. and William L. Shanklin (1992),”Seeking Mass Marketing Acceptance for High-Technology Consumer Products,” The Journal of Marketing, Vol.9, 5-14. Keller, K.L. (1993),”Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, January, Vol.57, 1-22. Keller, Kevin Lane (1998), Strategic Brand Management, New Jersey: Prentice Hall. Kim, Peter (1990),”A Perspective on Brands,” Journal of Consumer Marketing, Vol. 7, No.4, Fall, 63-67. Klink, Richard R. (2000),”Creating Brand Names with Meaning: The Use of Sound Symbolism,” Marketing Letters, 11 (1), 5-20. Kohil, C. and LaBahn, D. (1997),”Creating effective brand names: a study of the naming process,” Journal of Advertising Research, NO.2. Kotler, Phlip (1999). Marketing Management, 10th ed. , Prentice Hall International, Inc. Lip,E. (1992),”Chinese Numbers: Significance, Symbolism, and Traditions,” Times Books International, Singapore. McNeal, James U. and, Zeren, Linda M. (1981),”Brand Name Selection for Consumer Products,” MSU Business Topics, 35-39. Myers, Chris A. (2003),”Managing Brand Equity: a look at the impact of attributes,” Journal of Product & Brand Management, Vol. 12, No. 1, 39-51. Netemeyer, Richard G., Balaji Krishnan, Chris Pullig, Guangping Wang, Mehmet Yagci, Dwane Dean, Joe Ricks, Ferdinand Wirth (2004),“Developing and validating measures of facets of customer-based brand equity,” Journal of Business Research, 57, 209-224. Peterson, Robert A. and Iran Ross (1972),”How to Name New Brand Names,” Journal of Advertising Research, December, 29-34. Pavia, Teresa M. and Janeen Arnold Costa, (1993) “The Winning Number: Consumer Perception of Alpha-Numeric Brand Names,” Journal of Marketing, Vol.57, July, 85-98. Pavia, Teresa (1994),”Brands Names and Consumer Inference: The Effect of Adding a Numeric Component to a Brand Name” Advances in Consumer Research, Vol.21, 195-200. Robertson, Kim (1989),”Strategically Describe Brand Name Characteristic,” Journal of Consumer Marketing, Vol.6, No.4, 61-71. Schloss, Ira (1981),”Chicken and Pickles: Choosing a Brand Name,” Journal of Advertising Research, Vol.21, December, pp.47-49. Schmitt, Bernd H., Yigang Pan, and Nader T. Tavassoi (1994),”Language and Consumer Memory: The Impact of Linguistic Difference between Chinese and English,” Journal of Consumer Research, 21 (December), 419-31. Shipley, D., Hooley, G.J. and Wallace, S. (1988),”The Brand Name Development Process,” International Journal of Advertising, Vol.7, No.2, 253-266. Veryzer, Robert W. Jr. (1998),”Key Factor Affection Customer Evaluation of Discontinuous New Products,” Journal of Product Innovation Management, Vol.15, 136-150. Zinkhan, George M. and Claude R. Martin Jr. (1987),”New Brand Names and Inferential Beliefs: Some Insights on Naming New Products,” Journal of Business Research, Vol.15, No. 2, 157-172 |