| Reference: | 一、中文部分：
《天下雜誌》（1984）。〈企業形象廣告專輯〉，38期，七月號，頁企1~20。
《天下雜誌》（1985）。〈企業形象廣告專輯〉，50期，七月號，頁93~114。
《天下雜誌》（2001）。〈標竿企業聲望調查〉，245期，十月號，頁124~146。
《天下雜誌》（2002）。〈標竿企業聲望調查總表〉，260期，十月號，頁186~190。
《突破雜誌》（2000）。〈2000理想品牌排行榜〉，174期，頁29-42。
《突破雜誌》（2001）。〈理想品牌排行榜〉，186期，頁38-47。
《突破雜誌》（2002）。〈2002台灣地區理想品牌排行榜〉，198期，頁56-57。
八卷俊雄（1988）。《企業形象戰略》，藝風堂編輯部編譯。臺北：藝風堂出版社。
王文科（1990）。《教育研究法》。臺北：五南圖書出版公司。
王文科（2000）。《質的教育研究法》。臺北：師大書苑。
加藤邦彥（1992）。《企業形象革命》，藝風堂編輯部編譯。臺北：藝風堂出版社。
吳芝儀、李奉儒譯（1999）。《質的評鑑與研究》，臺北：桂冠圖書公司。（原書：Patton, M.Q. (1995). Qualitative evaluation and research methods. Newbury Park, Calif.: Sage.）
吳曼蒂（1998）。〈企業形象廣告〉，《動腦雜誌》，271期，頁63-67。
吳東鴻（1990）。《臺灣地區產業間廣告行為差異之實證研究》。國立臺灣工業技術學院工程技術研究所碩士論文。
李天任、藍莘譯（1995）。《大眾媒體研究》。臺北：亞太圖書出版社。（原書：Wimmer, R.D., & Dominick J. R. (1991). Mass media research: An introduction. Belmont, Calif.: Wadsworth Pub. Co.）
李定健（1985）。〈企業形象的語言—企業廣告〉，《天下雜誌》，50期，頁105-108。
李美華譯（1998）。《社會科學研究方法》。臺北：時英出版。（原書：Babbie E. (1995). The Practice of Social Research.(8th ed.). Belmont, Calif.: Wadsworth Pub.）
林文斌（1984）。〈事實與創意〉，《天下雜誌》，38期，頁85-87。
林靜伶、吳宜蓁、黃懿慧（1996）。《公共關係》。臺北：國立空中大學。
洪震宇（2000）。〈二０００標竿企業--誰掌握開啟未來的鑰匙〉，《天下雜誌》，233期，頁132-154。
孫秀蕙（1997）。〈公共關係—理論、策略與研究實例〉。臺北：正中書局。
袁自玉（1990）。〈公共關係〉。臺北：前程企業管理公司。
高渠（1985）。《電視廣告創作學》。臺北：華視。
戚栩僊（1998）。〈廣告的概念〉，黃深勳、鄭自隆、戚栩僊、黃明蕙、郭文耀、漆梅君（編著）《廣告學》，頁2-41。蘆洲：空中大學。
郭貞譯（1997）。《廣告目標與效果測定》。臺北：滾石文化。（原書：Dutka, S., & Colley, R. (1995). Dagmar: Defining Advertising Goals For Measured Advertising Results. New York: McGraw Hill.）
黃俊英（1999）。《行銷研究：管理與技術》。六版，臺北：華泰書局。
黃健洲（1995）。《台灣與美國企業廣告內容比較分析》。國立交通大學管理科學研究所碩士論文。
黃深勳、鄭自隆、孫秀蕙、王方平（1997）：《企業公共關係》。蘆洲：空中大學。
楊國樞、黃光國（1979）：《社會及行為科學研究法》。三版，臺北：東華書局。
臧國仁（1988）。《公關手冊：公關原理與本土經驗》。臺北：商周文化。
趙基宏（1993）。《企業公共關係運作模式之研究》。國立政治大學企業管理研究所未出版碩士論文。
趙淑櫻（1992）。《企業贊助公益廣告動機與考量因素之研究》。國立成功大學工業管理研究所碩士論文。
劉美琪、許安琪、漆梅君、於心如等著（2000）。《當代廣告：操作與概念》。臺北：學富文化。
樊志育（1993）。《廣告學新論》。臺北：三民經銷（著者發行）。
顏伯勤等（1984）。〈企業性廣告的價值〉，《天下雜誌》，38期，頁88-90。
魏宏展（2002）。《收視質於廣告媒體企劃之應用探討》。政治大學廣告學系碩士班論文。
中華民國行政院主計處網站。〈台灣地區社經觀察表年資料〉。http://www.dgbas.gov.tw/dgbas03/bs8/look/looky.htm
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