| Reference: | 一、中文部份
(1) 王石番(1989)，傳播內容分析法－理論與實證，台北幼獅文化事業公司。
(2) 周文賢(2002)，多變量統計分析：SAS/STATISTICS使用方法，台北：智勝文化。
(3) 周文賢(1999)，行銷管理：市場分析與策略規劃，台北：智勝文化。
(4) 周文賢與吳金潮(1996)，碩士論文撰寫方法，台北：華泰文化。
(5) 朱有志(1995)，「大陸地區報紙廣告的文化價值分析：以南方日報與解放日報為例：1979-1993」，國立政治大學新聞研究所未出版碩士論文。
(6) 吳祉芸(2003)，「兩岸品牌個性之跨文化比較 以報紙廣告為例」，國立政治大學企業管理研究所未出版碩士論文。
(7) 祝鳳岡(1996)，「廣告理性訴求策略」之策略分析，廣告學研究，8:1-26。
(8) 祝鳳岡(1995)，「廣告感性訴求策略」之策略分析，廣告學研究，5:85-112。
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(10) 黃于玲(2001)，「新聞網站網路廣告訊息之內容分析研究」，國立政治大學廣告研究所未出版碩士論文。
(11) 詹佩娟譯(2000)，廣告Any Time：網際網路廣告，台北：漢智電子商務。譯自Zeff Robbin and Brad Aronson。
(12) 鄭自隆(2000)，台灣網路廣告市場趨勢分析，台灣有線視訊寬頻網路發展協進會專案研究。
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二、英文部份
(1) Aaker, David A. (1995), Building Strong Brand, 1th, New York: The Free Press.
(2) Aaker, D., and Norris, D. (1982), “Characteristic of TV Commercials Perceived as Informative”, Journal of Advertising Research, vol. 2, no. 22, pp. 61-70.
(3) Aaker, Jennifer L. (1997), “Dimensions of Brand Personality”, Journal of Marketing Research, vol. 34, Aug, pp. 347-56.
(4) Aaker, Jennifer L., Garolera, J., and Benet-Marinez, V. (2001), “Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs”, Journal of Personality and Social Psychology, vol. 81, no. 3, pp. 492-508.
(5) Albers-Miller N. D. and Gelb, B. D. (1996), “Business Advertising Appeals as a Mirror of Cultural Dimensions: A Study of Eleven Countries”, Journal of Advertising, vol.25, no. 4, pp. 55-70.
(6) Barnlund, Dean C. (1989), Communicative styles of Japanese and Americans : images and realities, Belmont, Calif.: Wadsworth Pub. Co.
(7) Batra, R., Lehmann, Donald R. and Singh, D. (1993), “The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences”, in Brand Equity and Advertising：Advertising`s Role in Building Strong Brands, Aaker, D. A. and Bie l, A, Hillsdale, NJ:Erlbaum, 1993, pp. 83-96.
(8) Belk, R. W. and Pollay, R. W. (1985), “Images of Ourselves: The Good Life in Twentieth Century Advertising”, Journal of Consumer Research, vol.11, March, no. 887-897.
(9) Belk, R. W., Tse, D. K., and Zhou, N. (1994), “Becoming a Consumer Society: a Longitudinal and Cross-Culture Content Analysis of Print ads From Hong Kong, The People’s Republic of China, and Taiwan”, Journal of Consumer Research, vol. 15, March, pp. 457-472.
(10) Belch, G. E. and Belch M. A. (1993), “Introduction to Advertising and Promotion: an Integrated Marketing Communication Perspectives”, Homewood, IL., Irwin.
(11) Blackett, T. (1988), “Researching Brand Names”, Marketing Intelligence and Planning, vol. 6, no. 3, pp. 5-8.
(12) Cheng, Hong and Schweitzer, John C. (1996), “Cultural Values Reflected in Chinese and U. S. Televisions Commercials”, Journal of Advertising Research, vol. 36 no.3, pp. 27-45.
(13) Culter, Bob D. and Javalgi, Rajshekhar G. (1992), “A Cross-Cultural Analysis of the Visual Components of Print Advertising: The United States and the European Community”, Journal of Advertising Research, vol. 32, Jan, pp. 71-80.
(14) Haley, Russell L., Richardson, Jack, and Baldwin, Beth M. (1984), “The Effects of Nonverbal Communications in Television Advertising”, Journal of Advertising Research, vol. 24, pp. 11-18.
(15) Hofstede, G. (1980), Culture’s consequence international difference in work-relate values, London: Beverly.
(16) Hofstede and Geert (1983), “National Cultures in Four Dimensions－A Research-Based Theory of Cultural Differences among Nations”, Int. Studies of Man. and Org., vol. 13 no.1-2, pp. 46-74.
(17) Hofstede and Geert (1991), Cultures and Organizations Software of the Mind, London: McGraw-Hill International, pp. 1-20.
(18) Hofstede, G. (1993), “Cultural Constraints in Management Theories”, Academy of Management Executive, vol.7, no. 1 pp. 81-94.
(19) Hoggan, Karen (1988), “Brand Management: Back to Life”, Marketing, 13, Mar, pp. 20-22
(20) Johar, J. S. and Sirgy, M. J. (1991), “Value-Expressive Versus Utilitarian Advertising Appeals：When and Why to Use Which Appeal”, Journal of Advertising, vol. 20, September, pp. 23-33.
(21) Kanso, A. (1992), “International Advertising Strategies, Global Communication to Local Vision”, Journal of Advertising, 32, pp. 10-14.
(22) Kim, K. K. and Katherine T. F. (1993), “An Analysis of the Growth of Transnational Advertising in Five Asian Countries: 1970-1990”, Media Asia, vol. 20, no. 2, pp. 45-53.
(23) Kotler, P. (1980), Marketing management: analysis, planning, and control, N. J.: Prentice-Hall.
(24) Miles, R. E., and Snow, C.C. (1984), Designing Strategic Human Resource Systems, Organizational Dynamics, pp. 36-52.
(25) Mueller, B. (1987), “Reflection of Culture: An Analysis of Japanese and American Advertising Appeals”, Journal of advertising research, June and July, pp. 51-59.
(26) Paunonen, Sampo V., Jackson, Douglas N., Trzebinski, J., and Fersterling, F. (1992), “Personality Structure Across Cultures: A Multi-method Evaluation”, Journal of Personality and Social Psychology, vol. 62 no. 3, pp. 447-456.
(27) Plummer and Joseph T. (1984), “How Personality Makes A Difference”, Journal of Advertising Research, vol. 24, Dec., pp. 27-31.
(28) Plummer and Joseph T. (1985), “Brand Personality: A Strategic Concept for Multinational Advertising”, in Marketing Educators’ Conference. New York: Young and Rubicam, pp. 1-31.
(29) Pollay and Richard W. (1983), “Measuring the Culture Values Manifest in Advertising”, in Current Issues and Research in Advertising, James H. Leigh and Claude R. Martin, Jr. eds., Ann Arbor: Graduate School of Business, Division of Research, University of Michigan, pp. 72-92.
(30) Rothschild, M. L. (1987), Advertising: From Fundamentals to Strategies, US, D. C.: Health and Company.
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(32) Shuler, Laura (1999), “Make Sure to Deliver When Staging Events”, Marketing News, vol. 3, Sep., pp. 12-16.
(33) Simon, J. L. (1971), The Management of Advertising, Engelwood Cliffs, 1st., New York, Prentice Hill, pp. 174-206.
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(35) Triandis, Harry C. (1972), The Analysis of Subjective Culture, NY, John Wiley.
(36) Unwin, S. (1974), “How Culture Affects Advertising Expression and Communication Style”, Journal of Advertising, vol.3, no. 2 pp. 24-27.
三、網站部份
(1) 雅虎奇摩網站http://tw.yahoo.com/
(2) 網路家庭網站http://www.pchome.com.tw/
(3) 台灣新浪網站http://www.pchome.com.tw/
(4) 蕃薯藤網站http://www.sina.com.tw/
(5) 大陸新浪網站http://www.sina.com.cn/
(6) 大陸網易網站http://www.163.com.cn/
(7) 大陸搜狐網站http://www.sohu.com/
(8) 大陸163電子郵局網站http://www.163.net/
(9) 中國互聯網絡信息中心http://www.cnnic.net.cn/
(10) 資策會http://www.find.org.tw/ |
