Allan D.Shocher，Challenges and Opportunities Facing Brand Management：An Introduction to the Special Issue，Journal of Marketing Research，Vol.31，May，1994.
Fournier，Susan，Consumers and Their Brands：Developing Relationship Marketing Theory in Consumer Research，Journal of Consumer Research，24March，1998.
Crawford，C.M.，Marketing Research and the New Product Failure Rate，Journal of Marketing，.。41，1977.
Gatignon，H.，Brand Introduction Strategies and Competitive Environment，Journal of Marketing Research，Vol.27，1990.
Bearden，W.O.＆Shimp，T.A.，The Use of Extrinsic Cues to Facilitate Product Adoption，Journal of Marketing Research，May，1982.
Urban，G.L.，etc。，Market Share Rewards to Pioneering Brand：An Empirical Analysis and Strategic Implications，Management Science，Vol.32，No.6，1986：645～659.
Arjun Chaudhuri and Moriris B.Holbrook，The Chain of Effects from Beand Trust and Brand Affect to Brand Performance：The Role of Brand Loyalty。Journal of Marketing，Vol。65，April，2001.
Aaker，D.A.，Management Brand Equity：Capitalizing on the Value Strategic Brand Management：New Approaches to Creating and Evaluating Brand Eauity，The Free Press，New York，NY，Chp.111991.
Simon，C.J.，and Sullivan，M.W.，The Measurement and Determinants of Brand Equity：A Financial Approach，Marketing Science，Winter，1993.
Kihlstrom，R E，＆Riordan，M H，Advertising as a signal，Journal of Political Economy，Vol.92，1984.
Kirmani，A，The effect of Perceived advertising costs on brand perceptions，Journal of Consumer Research，Vol.17，1990.
Tirole，J，The theory of industrial organization，Cambridge，MIT Press。1990.
Philips，L，The economics of imperfect information，New York Cambridge University Press.1988.
Keller，K.L.，Strategic Brand Management：Building，Measuring and Managing Brand Equity，New Jersey，Prentice Hall。1999.
Jacoby，J.，Szybillo，G J，＆Busato-Schach，J，Information acquisition behavior in brand choice situations，Journal of Consumer Research，Vol.3，1977.
Dawar，N，＆Parker，P，Marketing universals Consumers’use of brand name，price，physical appearance and retailer reputation as signals of product quality，Journal of Marketing，Vol.58，1994.