| Reference: | 一、 英文部分
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8. Dimofte, Claudiu V., Mark R. Forehand, and Rohit Deshpande (2003), “Ad Schema Incongruity as Elicitor of Ethnic Self-Awareness and Differential Advertising Response,” Journal of Advertising, 32 (4), 7–17
9. Gwinner, Kevin P., and John Eaton (1999), “Building Brand Image Through Event Sponsorship: The Role of Image Transfer,” Journal of Advertising, 28 (4), 47–57.
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二、 中文部分
1. 方昇鴻（2006）。高低涉入性產品之網路遊戲式廣告設計元素探討。交通大學傳播研究所碩士論文。
2. 何姿蒨（2005）。網路遊戲式廣告對廣告態度與廣告溝通效果之影響。交通大學傳播研究所碩士論文。
3. 呂振瑋（2008）。贊助商與賽事一致性在賽事認同對贊助效益影響之調節效果。中央大學企業管理研究所碩士論文。
4. 林煌智（2005）。The Analysis of Advertising Effectiveness in Gaming Interactive Advertisement。東吳大學企業管理系碩士班碩士論文。
5. 張卿卿、郭貞（2004）。如果被唬弄了你會怎樣？探討唬弄式網路廣告之效果。《管理評論》第二十三卷第二期，頁93-114。
6. 康耕輔（2006）。不同點選目標與動畫節奏對於遊戲式廣告傳播效果的影響。輔仁大學大眾傳播研究所碩士論文。
7. 蕭湘文（2005）。《廣告傳播》。台北：威仕曼。
8. Ya-Shin Huang（2005）。The Application of Learning Theory to The Study of Advergaming. 成功大學企業管理碩士論文。
9. 黃見雲（2001）。廣告基調與媒體內容基調一致性對廣告效果之影響─媒體內容觀賞涉入及自我概念一致性干擾效果之探討。元智大學管理研究所。
10. Wimmer & Dominick黃振家、宗靜萍 等譯（2007）。《大眾媒體研究導論》。台北：學富文化。
11. 陳慶福（2007）。遊戲式廣告線索對購買意願的影響之實證研究。國立成功大學企業管理學系專班。
12. 葉志輝（2001）線上遊戲作為網路行銷工具之初探--以大安銀行e-guess猜謎網為例。元智大學資訊傳播研究所。
13. 許建隆（1999）。線上遊戲作為一種廣告形式之效果研究。國立政治大學廣告所碩士班論文。
14. 李易鴻與陶振超（2008.11）。〈媒介娛樂再定義〉，「第五屆台灣資訊社會學會年會暨學術研討會」論文。
15. 許孟琪與陶振超（2009.11）。〈「玩」遊戲，或是「看」遊戲？－不同遊戲類型對廣告效果的影響〉，「第六屆台灣資訊社會學會年會暨學術研討會」論文。
16. 周冠妏（2007）品牌來源國效應、日本文化認同程度與廣告中呈現的國家印象一致性對產品評估的影響 。
三、 網路資料
1. 蕃薯藤2004網路使用大調查結果，上網日期：98年6月21日http://tw.myblog.yahoo.com/jw!2WJApjeBHR7bk_wbP7jv_KA-/article?mid=56
2. 獨家首發：樂天小熊餅乾化身Messenger歡樂小遊戲，讓消費者天天跟品牌膩在一起! 上網日期：99年04月14日http://advertising.microsoft.com/taiwan/LearningCenter/ResearchLibrary.aspx?pageid=2586&Adv_CaseStudyID=2619
3. 網路行銷還可以玩出什麼名堂？遊戲式廣告你玩過沒？上網日期：99年04月14日http://1758.cc/3_blog/Index_Default.aspx?MPDno=67566&aid=26915
4. 維基百科。上網日期：99年04月15日http://en.wikipedia.org/wiki/Advergame
5. PC MAG.COM。上網日期：99年04月15日http://www.pcmag.com/encyclopedia_term/0,2542,t=advergame&i=37572,00.asp |
