| Reference: | 中文部分
Ries, al & Laura Ries (1998)，「品牌22誡」，劉麗真譯，臉譜出版社，pp.100-158.
李曉青 (2000)，「折扣比例，品牌形象和產品種類對知覺品質和知覺風險之影響以手機和旅遊服務為例」，國立成功大學國際企業研究所碩士論文。
陳禹璋 (1997)，「產品來源國與參考價格對知覺風險之影響-以手提音響與個人電腦為例」，國立成功大學企業管理研究所碩士論文。
詹智翔 (1999)，「由消費者觀點探討高科技產品特性、知覺風險與購買決策過程之研究」，國立成功大學國際企業研究所碩士論文。
鄭秀倫 (2000)，「品牌傘的企業背書效果」，國立政治大學企業管理研究所碩士論文。
顧萱萱 (1999)，「產品線延伸策略對母品產品及競爭產品影響之研究—消費者選擇取向」，管理學報，Vol. 16 (2), pp.349-377
別蓮蒂 (2002)，「企業品牌傘策略之企業名稱背書效果」，未發表之研究論文。
英文部分
Aaker, David A. & Kevin L. Keller (1990), “Consumer Evaluations of Brand Extensions”, Journal of Marketing, Vol.54, January, pp. 27-41
Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.
Aaker, David A. (1996), Builing Strong Brand, New York: The Free Press.
Aaker, David A. (1997), “Should You Take Your Brand to Where the Action Is? ” Harvard Business Review, Sep/Oct., pp.135-143
Arndt, Johan (1967), “Perceived Risk, Sociometric Integration, and Word of Mouth in the Adoption of a New Food Product,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of Research Graduate School of Business Administration Harvard University, Boston, pp.289-316.
Bauer, Ramaond A. (1960), “Consumer Behavior as Risk Taking, Dynamic Marketing for a Changing World,” In R. S. Handcock (Ed), Proceedings of 43rd Conference of the American Marketing Association, pp.389-398
Bettman, James R. (1973), “Perceived Risk and Its Components: A Model and Empirical Test,” Journal of Marketing Research, Vol.10, May, pp184-190
Boyd, Thomas C. & Charlotte H. Mason (1990), “The Link Between Attractiveness of Extra-Brand Attributes and The Adoption of Innovations,” Journal of the Academy of Marketing Science, Vol. 27, pp. 306-319.
Cox, Donald F. (1967), “Risk Taking and Information Handling in Consumer Behavior,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of research Graduate School of Business Administration Harvard University, Boston, pp.604-639.
Cox, Donald F. (1967), “Risk Handling in Consumer Behavior-an Intensive Study of Two Cases,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of research Graduate School of Business Administration Harvard University, Boston, pp.34-81.
Cox, Donald F. & Stuart U. Rich (1967),"Perceived of Risk and Consumer Decision Marketing -The Case of Telephone Shopping,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of research Graduate School of Business Administration Harvard University, Boston, pp.487-506
Cunningham, Scott M. (1967 a), “The Major Dimensions of Perceived of Risk,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of Research Graduate School of Business Administration Harvard University, Boston, pp.82-108
Cunningham, Scott M. (1967 b), “Perceived Risk and Brand Loyalty,” In Cox F. Donald (Ed), Risk Taking and Information Handling in Consumer Behavior, Division of research Graduate School of Business Administration Harvard University, Boston, pp.507-523
Dodd, William B., Kent B. Monroe & Grewal Dhruv (1991), “The Effect of Price, Brand and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol.28, August, pp.307-319
Dowling, Grahame R. & Richard Stealin (1994), “A Model of Perceived Risk and Intended Risk-Handling Activity”, Journal of Consumer Research Vol. 21, June, pp.119-134
Durriya, Khairullah Z. & Khairullah Y. Zahid (1999), “Relationships Between Acculturation, Attitude Toward the Advertisement, and Purchase Intention of Asian-Indian Immigrants,” International Journal of Commerce & Management Indiana, Vol.9 (3), pp.46-65
Dwyer, Robert F., Paul H. Schurr & Sejo Oh (1987), “Developing Buyer-Seller Relationships,” Journal of Marketing, Vol.51, April, pp.11-27.
Erdem, Tulin (1998), “An Empirical Analysis of Umbrella Branding”, Journal of Marketing Research, Vol. 35, Aug., pp.339-351
Garbarino, Ellen & Mark S Johnson (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, Vol. 63 (2), April, pp.70-87
Hatch, Mary Jo & Majken Schultz (2001), “Are the Strategic Stars Aligned For your Corporate Brand,” Harvard Business Review, February, pp.129-134
Holak, Susan L. (1988), “Determinants of Innovative Durables Adoption an Empirical Study with Implications for Early Product Screening,” Journal of Product Innovation Management, Vol. 5, pp.50-69
Hoyer, Wayne D. & Steven P. Brown (1990), “ Effects of Brand Awareness on Choice for a Common Repeat –Purchase Product,” Journal of Consumer Research, Vol. 17 (2), pp.141-148
Huber, Joel, John W. Payne & Christopher Puto (1982), “Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis”, Journal of Consumer Research, Vol. 9, June, pp.90-98
Huber, Joel, John W. Payne, Christopher Puto (1983), “Marketing Boundaries and Product Choice: Illustrating Attraction and Substitution Effects,” Journal of Consumer Research, Vol. 10, June, 31-44.
Jacoby, Jacob & Leon B. Kaplan (1972), “Components of Perceived Risk,” In M. Venkatesan (Ed.) Proceedings, 3rd Annual Conference, Chicago: Association for Consumer Research, pp.382-393.
Kaplan, Leon B., George J. Szbillo & Jacob Jacoby (1974), “Components of Perceived Risk in Product Purchase: A Cross-Validation,” Journal of Applied Psychology, Vol. 59 (3), pp287-291.
Keller, Kevin L. (1993), “Conceptualizing, Measuring, and Managing Customer
Based Brand Equity,” Journal of Marketing, Vol. 57 (1), pp.1-22
Keller, Kevin L. (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice-Hall, Inc, New Jersey.
Kimani, Amna & Zeithaml Valarie (1993), “Advertising, Perceived Quality, and Brand Image,” In D. Aaker & A. Biel (Ed), Brand Equity and Advertising: Advertising’s Role in Building Strong Bands, Hillsdale, NJ: Lawrence Erlbaum Associates, pp.143-161
Kotler, Philip (1996), Marketing Management: Analysis, Planning, Implementation, and Control, 9th ed., Prentice-Hall Inc. pp.444-457
Laforet, Sylvie & John Saunders (1994), “Managing Brand Portfolios: the Leaders Do It,” Journal of Advertising Research, Sep./Oct., pp.64-76
Michell, Paul, John Reast & James Lynch (1998), “Exploring The Foundations of Trust,” Journal of Marketing Management, Vol. 14, pp 159-172
Mitchell, V.-M. & Boustani Pari (1994), "A Preliminary Investigation into Pre- and Post-Purchase Risk Perception and Reduction", European Journal of Marketing, Vol.28 (1), pp.56-71.
Mitchell, V.-M. & Boustani Pari (1993), “Marketing Development Using New Products and New Customers,” European Journal of Marketing, Vol. 27(2), pp.17-33.
Mitchell, Andrew A & Jerry C. Olson (1981) “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? ” Journal of Marketing Research, Vol. 18, August, pp.318-332
Moorman, Christine, Rohit Deshande & Gerald Zaltman (1993), “Factors Affecting Trust in Market Relationships, ” Journal of Marketing, Vol. 57, January, pp.81-101
Montgomery, Cynthia A. & Birger Wernerfelt (1992), ”Risk Reduction and Umbrella Branding,” Journal of Business, Vol. 65(1), pp31-50
Morgan, Robert M. & Shelby D. Hunt (1994), “The Commitment –Trust Theory of Relationship Marketing, ” Journal of Marketing, Vol.58, July, pp.20-38
Owen, Stewart (1993), “The Leader Image Power Survey: A Global Assessment of Brand Strength,” In D. Aaker & A. Biel (eds.), Brand Equity and Advertising: Advertising`s Role in Building Strong Brands: 11-30. Hillsdale, NJ: Lawrence Erlbaum Associates.
Peter, J. Paul & Michael J. Ryan (1976), “An Investigation of Perceived Risk at the Brand Level,” Journal of Marketing Research, Vol. 8, May, pp.184-188
Perry, Michael & B. Curtis Hamm (1969), “Canonical Analysis of Relations Between Socioeconomic Risk and Personal Influence in Purchase Decisions,” Journal of Marketing Research, Vol. 6, August, pp.351-354
Ries, al & Jack Trout (1998), The 22 Immutable Laws of Marketing Violate Them at Your Own, 1.st ed, HaperBusibess, pp.68-83.
Roselius, Ted (1971), “Consumer Rankings of Risk Reduction Methods,”
Journal of Marketing, Vol. 35, January, pp.56-61
Schiffman, Leon G. & Kanuk L. Leslie (2000), Consumer Behavior, 7th ed. Prentice-Hall Inc., New Jersey.
Simonson, Itamar (1989), “Choice Based on Reasons: The Case of Attraction and Compromise Effects,” Journal of Consumer Research, Vol. 16, September, pp.158-174
Simonson, Itamar & Amos Tversky (1992), “Choice in Context: Tradeoff Contrast and Extremeness Aversion,” Journal of Marketing Research, Vol. 29, August, pp.281-295.
Srinivasan, Ratneshwar, Allan D. Shocker & David W. Stewart (1987), “Toward Understanding the Attraction Effect: The Implications of Product Stimulus Meaningfulness and Familiaity,” Journal of Consumer Research, Vol. 13, March, pp.520-533
Stone, Robert N. & Kjell Gronhaug (1993), “Perceived Risk: Further Considerations for the Marketing Discipline,” European Journal of marketing, Vol. 27(3), pp.39-50
Sullivan, Mary (1990), “Measuring Image Spillovers in Umbrella-Branded Products”, Journal of Business, Vol. 63 (1), pp. 309-329.
Tan, Soo Jiuan (1999), “Strategies for Reducing Consumers` Risk Aversion in Internet Shopping,” The Journal of Consumer Marketing, Vol. 16(3), pp.163-180.
Tauber, Edward M. (1981), “Brand Franchise Extensions: New Products Benefit from Existing Brand Names”, Business Horizons, Vol. 24, pp.36-41
Tauber, Edward M. (1988), “Brand Leverage: Strategy for Growth in a Cost-Control World ”, Journal of Advertising Research, Vol. 28, Aug/Sep, pp.327-52
Tversky, Amos & Daniel Kaheman (1991), “Loss Aversion in Riskless Choice: A Reference-Dependent Model,” Quarterly Journal of Economics, Vol. 106, November, pp.1040-1061
Wernerfelt, Birger (1988), ”Umbrella Branding as a Signal of new Product Quality: An Example of Signaling by Posting a Bond,” Journal of Economics, Vol. 19(3), pp.458-466
Weber, Elke U. & Richard A. Milliman (1997), “Perceived Risk Attitudes: Relating Risk Perception to Risky Choice,” Management Science, Vol.43 (2), pp.123-144
Zaichkowsky, Judith Lynne (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, Vol. 12, December, pp.341-352 |
