| Reference: | 中文文獻
1. d`Alessandro David F.（民90），名牌得很厲害：打造殺手級品牌的十大守則，麥格羅‧希爾，農學社總經銷。
2. 李威德（民90），品牌權益衡量模式之建立與評估，國立政治大學企業管理研究所未出版碩士論文。
3. 林音因（民88），善因行銷對企業經營績效之研究，淡大管科。
4. 林瑩滋（民89），台灣企業贊助藝文活動的動機與決策模式之研究，國立中山大學企業管理研究所未出版碩士論文。
5. 洪懿妍（民88），付出愛心 回收利潤，天下雜誌，1月第212期。
6. 夏心華（民87），促銷活動與產品涉入對品牌權益影響之研究，私立東吳大學企業管理研究所未出版碩士論文。
7. 夏傳位（民89），向善提升或為名沈淪~企業經營基金會，天下雜誌，4月第227期。
8. 夏傳位（民89），社會責任打造世界級企業，天下雜誌，10月第233期。
9. 夏傳位（民89），愛心也講究效率與方法，天下雜誌，10月第233期。
10. 陳以亨（民90），贊助藝文企業新選項~台灣企業贊助藝文現況研究報告，國家文化藝術基金會會訊，January。
11. 陳宏瑋（民90），企業市場品牌經營之探討，國立政治大學企業管理研究研究所碩士論文。
12. 陳佳芬（民88），台灣廠商跨國贊助的第一次，廣告雜誌，February。
13. 陳柏蒼（民90），企業贊助對企業品牌權益影響之研究，國立中正大學企業管理研究所碩士論文。
14. 陳嫣如（民82），從企業公益贊助探討社會福利機構可行的勸募策略，私立東吳大學社會工作研究所未出版碩士論文。
15. 游舒惠（民90），企業參與公益活動與公益行銷之研究，國立政治大學企業管理研究研究所碩士論文。
16. 馮義方（民88），企業對運動贊助行為之研究，國立台灣大學商學研究所未初版碩士論文。
17. 黃 煜（民87），規劃贊助策略的教戰守則，廣告雜誌，August。
18. 程紹同（民88），第五促銷元素~跨世紀百億美元的贊助理念解析，廣告雜誌，October。
19. 楊炳韋（民84），企業贊助公益活動之研究，國立政治大學企業管理研究所未出版碩士論文。
20. 詹孟真（民85），理念相關行銷與涉入程度對品牌權益關係之研究，中原大學企業管理研究所碩士論文。
21. 劉念寧（民79），大型企業贊助公益活動之研究，國立台灣大學商學研究所未初版碩士論文。
22. 蔡宜靜（民89），不同廣告類型與產品涉入對廣告效果之影響…以運動鞋、運動飲料平面廣告為例，國立體育學院體育研究所未出版碩士論文。
23. 鄭展瑋（民88），企業贊助文化藝術事業之研究，國立台灣大學商學研究所未初版碩士論文。
24. 鄭惠文（民81），企業贊助公益活動與企業形象之研究，國立中興大學企業管理研究所未出版碩士論文。
25. 顏龍蒂（民88），議題相關行銷對品牌權益影響之研究，國立政治大學企業管理研究研究所碩士論文。
26. 蕭蔓（民90），名牌得很厲害！打造品牌的百年基業，天下雜誌，10月第245期。
英文文獻
1. Aaker, David A. (1992), “The Value of Brand Equity, ”Journal of Business Strategy, Vol.13 No.4, p.29
2. Aaker, David. A. (1996), “Measuring brand equity acrossproduct and markets,” California Management Review, 38(3),pp. 102-120.
3. Barone, Michael J., Miyazaki, Anthony D., Taylor, Kimberly A. (2000), “The Influence of Cause-Related Marketing onConsumer Choice: Does One Good Turn Deserve Another?, “Journal of the Academy of Marketing Science, Volume 28 No.2, pp. 248-262.
4. Bei, Lien-Ti and Widdows, Richard (1999), “Product Knowledge and Product Involvement as Moderators of the Effects of Information on Purchase Decisions: A Case Study Using the Perfect Information Frontier Approach,” The Journal of Consumer Affairs, Vol.33, No.1, pp.165-186.
5. Benezea, Karen (1996), “Cause and Effect Marketing,”BRANDWEEK, April 22, pp. 38-40.
6. Bloch, Peter H. (1986), “The Product Enthusiast:Implications for Marketing Strategy,” The Journal of Consumer Marketing; Santa Barbara; Summer; Vol. 3, p.51.
7. Brown, J. T. and Dacin, P. A. (1997), “The company and the Product: Corporate Associations and Consumer Product Responses,” Journal of Marketing, January, Vol. 61, p.68.
8. Cone, Carol L. (1996), “Doing Well By Doing Good,”Association Management, Apr 1996; Vol. 48, p.103.
9. Cornwell, T. Bettina, Roy, Donald P. and Steinard Ⅱ,Edward A. (2001), “Exploring Managers’ Perceptions of the Impact of Sponsorship on Brand Equity,” Journal of Advertising,Summer 2001; Vol. 30, p.41.
10. Dean, Dwane Hal (1999), “Brand Endorsement, Popularity and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes,” Journal of Advertising, Volume XXVIII,Number 3, Fall, Vol. 28, p.1.
11. Engel, Blackwell and Miniard (1986), Consumer Behavior,Prentice-Hall.
12. Farquhar, Peter H. (1990), “Managing Brand Equity,” Journal of Advertising Research, Aug / Sep.
13. Goldsmith, Ronald E (1991), “Measuring Product Category Involvement : A Multitrait-Multimethod Study,” Journal of Business Research, Dec, pp. 363-371.
14. Gwinner, Kevin P. (1997), “A Model of Image Creation and Image Transfer in Event Sponsorship,” International Marketing Review, Vol. 14 No. 3, pp. 145-158.
15. Gwinner, Kevin P. and Eaton, John (1999), “Building Brand Image Through Event Sponsorship: The Role of Image Transfer,” Journal of Advertising, Number 4, Winter, Vol. 28, p.47.
16. Houston, M. J. and Rothschild, M. L. (1978), "Conceptual and Methodological Perspectives on Involvement," Research Frontiers in Marketing, pp.184-187.
17. Johar, Gita Venkataramani and Pham, Michel Tuan (1999), “Relatedness, Prominence, and Constructive Sponsor Identification,” Journal of Marketing Research, August, pp. 299-312.
18. Keller, Kevin Lane (1993), “Conceptualizing, measuring, and managing customer-based brand equity,” Journal of Marketing, Vol. 57, Jan, pp. 1-22.
19. Keller, Kevin Lane (1998), Strategic brand management: building, measuring and managing brand equity, Prentice- Hall, Inc.
20. Keller, Kevin Lane (2001), “Building Customer-Based Brand Equity,” Marketing Management, July / August, Vol. 10, p.4.
21. Laurent, Gilles and Kapferer, Jean-Noel (1985), “Measuring Consumer Involvement Profiles,” Journal of Marketing Research, Vol22, Feb.1985, pp.41-53.
22. Mason, Julie Cohen (1992), “Corporate Sponsorships Help Target the Right Audience," Management Review, Vol 81.Iss 11,Nov 1992, pp.58-61
23. McDonald, Colin (1991), “Sponsorship and the Image of the Sponsor,” European Journal of Marketing, Vol. 25 No.11, pp. 31-38.
24. Meenaghan, T. (1991), ”The Role of Sponsorship in The Marketing Communication Mix,” International Journal of Advertising, Vol. 10, pp.35-47
25. Meenaghan, Tony (1991), “Sponsorship─Legitimising the Medium,” European Journal of Marketing, Vol. 25 No.11, pp. 5-10.
26. Mittal, M. (1989), “Measuring Purchase-Decision Involvement,” Psychology & Marketing, Vol. 6 (2): (Summer), pp.147-162.
27. Mittal, B. and Myung, L. S. (1989), "A Causal Model of Consumer Involvement ," Journal of Economic Psychology, Vol.10(3), pp.363-389.
28. Mullen, Jennifer (1997), “Performance-Based Corporate Philanthropy: How “Giving Smart” Can Further Corporate Goals,” Public Relations Quarterly, Summer, Vol. 42, p.42.
29. Nicholls, J. A. F., Roslow, Sydney and Laskey, Henry A.(1994), “Sports Event Sponsorship for Brand Promotion,” Journal of Applied Business Research, Fall; Vol.10, p.35.
30. Otker, Ton (1988), “Exploitation: The Key to Sponsorship Success,” European Research, v16n2, May, pp. 77-85.
31. Parker, Ken (1991), “Sponsorship: The Research Contribution,” European Journal of Marketing, Vol. 25 No.11, pp. 22-30.
32. Pringle, Hamish and Thompson, Marjorie (1999), Brand Spirit: How Cause Related Marketing Builds Brands, Wiley, c1999.
33. Rajaretnam, J (1994), “The long-term effects of sponsorship on corporate and product image : Findings of a unique experiment,” Marketing & Research Today 1994, Feb pp.62-74.
34. Rossiter, John R. and Percy, Larry (1987), Advertising and Promotion Management, NY: McGraw-Hill Book Co.
35. Shocker, A.D. and Weitz, B. (1998), “A perspective on Brand Equity Principles and Issues,” in: L. Leuthesser ed., Report #88-104, Cambridge, MA: Marketing Science Institute.
36. Simon, C.J. and Sullivan, M.W. (1993), The Measurement and Determinants of Brand Equity: A Financial Approach, pp. 921- 937.
37. Talisman, Barbara (2000), “Creating an integrated corporate sponsorship program,” Fund Raising Management, v31n6, Aug, pp.26-27.
38. Ukman, Lesa (1996), “Evaluating ROI of a sponsorship program,” Marketing News, v30n18, Aug 26, pp. 5-14.
39. Wagner, Lilya and Thompson, Robert L. (1994), “Cause- Related Marketing: Fundraising Tool or Phony Philanthropy?,” Nonprofit World, November / December , Vol. 12, p.9.
40. Webb, Deborah J. and Mohr, Lois A., (1998), “A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned,” Journal of Public Policy & Marketing, Fall, Vol. 17, p.226.
41. Zaichkowsky, Judith Lynne (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, Dec,pp. 341-352. |
