1. 국내문헌

안광호, 이진용(1997), "브랜드파워", 한국언론자료간행회.

안관호, 이학식(1997), "소비자행동", 법문사.

유필화, 김용준, 한상만(1997), "현대마케팅론", 박영사.

유필화(1994), "현대의 마케팅과학", 법문사.

채서일(1995), "마케팅조사론", 학현사.

D. A. Aaker/마케팅 커뮤티케이션 연구회 옮김(1992), "상표자산의 전략적 관리", 나남신서.

D. A. Aaker(KOTIC 브랜드전략기획실)(1996), "강력한 브랜드의 구축".

유창조, "상표이름에 대한 기억성과의 분석: 학습방법과 측정방법에 따른 차이 검증" 광고학연구 제8권 1호, 1997, pp. 10-29.

한상만, "가격할인이 고려상표군의 형성에 미치는 영향에 관한 연구" 마케팅연구, 1996. 12. pp. 183-203.

한상만, 곽영식. "2단계 결합분석과 Logit Model을 이용한 시장경쟁구조분석: 한국 청바지 시장의 경우" 경영학연구, 1997. 8. pp. 567-595.

한상만, 남용식. "소비자의 다양성추구성향에 따른 고려상표군형성에 관한 비교연구" 마케팅연구, 1997. 6. pp. 49-76.

한상만, 김소영. "판단적 경쟁구조분석과 행동적 경쟁구조 분석의 비교 연구 - 고려상표군을 중심으로" 마케팅연구, 1997. 12.

홍재원(1997), "상표자산의 형성요인에 관한 연구: 포지셔닝 전략을 중심으로", 성균관대학교 석사학위 논문.

2. 외국문헌

Bucklin R. E., Gupta S., and Han S(1995), "A brand's eye view of response segmentation in consumer brand choice behavior", Journal of Marketing Research, February 1995, pp. 66-74.

Fazio, R. H. (1986), How do attitudes guide behavior? In R. M. Sorrentino & E. T. Higgins (Eds.), Handbook of motivation and cognition (Vol. 1. pp. 204-243). New York: Guilford Press.

Fazio, R. H(1989). "On the power and functionality of attitudes: The role of attitude accessibility." In A. R. Pratkanis, S. J. Breckler, & A. G. Greenwald (Eds.), Attitude structure and function (pp. 153-179). Hillsdale, NJ: Erlbaum.

Fazio, R. H.(1990). "Multiple processes by which attitudes guide behavior: The MODE model as an integrative framework." In M. P. Zanna(Ed.), Advances in experimental psychology (Vol. 23, pp. 75-109). San Diego, CA: Academic Press.

Fazio, R. H., Sanbonmatsu, D. M., Powell, M. C., & Kardes, F. R.(1986). "On the automatic activation of attitudes." Journal of Personality and Social Psychology, 50, 229-238.

Fazio, R. H., & Williams, C. J.(1986). "Attitude accessibility as an moderator of attitude-perception and attitude-behavior relations: An investigation of the 1984 presidential election." Journal of Personality and Social Psychology, 51, 505-514.

Fazio, R. H., Jackson J. R., Dunton B. C., & Williams C. J.(1995). "Variability in automatic as an unobtrusive measure of racial attitudes-A bona fide pipeline?" Journal of Personality and Social Psychology, Vol. 69, No. 6, pp. 1013-1027.

Gensch, D.H, "A Two-Staged Disaggregate Attribute Choice Model," Marketing Science, 6(Summer 1987), pp. 223-240.

Govendor R., Pratto F. (1992). "The generality of the automatic attitude activation effect," Journal of Personality and Social Psychology, Vol. 62, No. 6, pp. 893-912.

Hauser, J.r. and B. Wernerfelt, "An Evaluation Cost Model of Evoked Sets," Journal of Consumer Research, Vol. 16, (March 1990).

Hauser, J.R. and B. Wernerfelt, "The Competitive Implications of Relevant Set/Response Analysis," Journal of Marketing Research, Vol. 26, (Nov. 1989), pp. 391-405.

Higgins, E. E.(1989). "Knowledge accessibility and activation-Subjectivity and suffering from unconscious sources." In J. S. Uleman & J. A. Bargh(Eds.), Unintended thought(pp. 75-123). New York: Guilford Press

Ida E. Burger and Andrew A. Mitchell, "The Effect of Advertising on Attitude Accessibility, Attitude Confidence, and the Attitude-Behavior Relationship," Journal of Consumer Research, Vol. 16, No. 3, December 1989, pp. 269-179.

John H. Roberts and James M. Lattin, "Consideration: Review of Research and Prospects for Future Insights", Journal of Marketing Research, August 1997.

Nedungadi, Prakash, "Formation and Use of a Consideration Set: Implications for Marketing and Research on Consumer Choice," Ph.D. Dissertation, University of Florida, (1987).

Neely, J. H.(1997). "Semantic priming and retrieval from lexical memory: Role of inhibitionless spreading activation and limited-capacity attention." Journal of Experimental Psychology: General, 106, 225-254.

Raymond R. Burke and Thomas K Srull, "Competitive Interference and Consumer Memory for Advertising," Journal of Consumer Research, June 1988, pp. 55-68.

Roberts, J.H. and J.M. Lattin, "Development and Testing of Consideration Set Formation," Working Paper, Kensington, NSW, Australia, Australian Graduate School of Management, 1990.

Shocker, A.D., B. Boccara, and P. Nedungani, "Consideration Set Influences on Consumer Decision Making and Choice Issues, Models, and Suggestions," Working Paper, Banff Symposium Workshop, 1990.

Tversky, A., "Elimination by Aspects A Theory of Choice," Psychological Review, Vol. 79, No. 4, (1972), pp. 281-299.