| Reference: | 國外文獻
1. Anthony D. Miyazaki & Angela G. Morgan, (2001),“Assessing Market Value of Event Sponsoring: Corporate Olympic Sponsorships,” Journal of Advertising Research, 41 (1), 9-15.
2. Brooks, C.,(1990), “Sponsorship: Strictly business”, Athletic Business, 14(10), 59 - 62.
3. Harvey, Bill, Stu Gray and Gerald Despain, (2006), “Measuring the Effectiveness of True Sponsorship,” Journal of Advertising Research, 46 (4), 398-409.
4. Harris, T. L.,(1993), “The Marketer`s Guide to Public Relations, ” New York: John Wiley and Sons, Inc.
5. Kim, Jin-Woo (2008), “The Worth of sport event sponsorship: an event study”, Journal of Management and Marketing Research, 1-14
6. Kathleen Anne Farrell & W. Scott Frame, (1997), “The Value of Olympic Sponsorships: Who is Capturing the Gold?”Journal of Marketing Focused Management, 2, 171-182.
7. Keller, Kevin Lane (1993), “Conceptualizing, Measuring, and Managing Customer-based Brand Equity,” Journal of Marketing, 57 (1), 1-22
8. Kim, Chung Koo and Jay Young Chung (1997), “Brand Popularity, Country, Image and Market Share: An Empirical Study,” Journal of International Business Studies,28 (2), 361-386
9. McCarville, R. E., &Copeland, R. p.,(1994), “Understanding sport sponsorship through exchange theory”, Journal of Sport Management, 8(2), 102 - 114
10. Pappu, Ravi, Pascale G. Quester and Ray W. Cooksey (2007), “Country Image and Consumer-based Brand Equity: Relationships and Implications for International Marketing,” Journal of International Business Studies, 38 (5), 726-74
11. Reinhard Grohs, Udo Wagner, Sabine Vsetecka (2004),”Assessing The Effectiveness of Sport Sponsorships-An Empirical Examination,” Schmalenbach Business Review, 56, 119-138
12. Shani, David and Dennis Sandler (1996), “Climbing the Sport Event Pyramid,” Sports Marketing, 30 (18), 6
13. Stotlar, D. K. (1993b). “Sponsorship and the Olympic winter games, ” Sport Marketing Quarterly, 2(1), 35-43
14. Syracuse, Amy (2007), “Olympics Offers Marketers Golden Opportunities,” B2B, 92 (9),28
15. T. Bettina Cornwell, Stephan W. Pruitt, John M. Clark (2005), “The Relationship Between Major-League Sports` Official Sponsorship Announcements and the stock Prices of Sponsoring Firms,” Journal of the Academy of Marketing Science, 33(4), 401-412
國內文獻
1. 李麗霞、李健，2007，企業贊助奧運的經濟效益評估，市場營銷。
2. 陳善能，2001，企業贊助奧運之探討，國立台灣大學商學研究所碩士論文。
3. 蔡孟書，2008，2008年北京奧運贊助商股票報酬與系統風險的估計，世新大學管理學院財務金融學系碩士論文。
4. 盧長寶，2005，體育贊助行銷效用評估方法的回顧及重構，體育科學期刊。
5. 蕭嘉惠，1995，運動組織與企業組織經理人對贊助運動考量因素之比較研究，國立臺灣師範大學體育研究所碩士論文。
6. 許建民、鄭志富，2004。奧運行銷收入與分配之解析。大專體育，75 期，125-133。
7. 程紹同，2001：運動行銷商戰剖析-運動場上拼行銷。台北：漢文書店。
8. 鄭志富等譯，2000。運動行銷學。台北：華泰文化。
9. 沈中華、李建然，2000，事件研究法：財務與會計實證研究必備，台北華泰書局。 |
