◆ 국내문헌 ◆

김성제, 『Brand 이해와 Branding 전략』, 서울, 정음사, 1989

김원수, 『광고학개론』, 서울, 경문사, 1981

김철희, 『국제 상표이미지 전략에 관한 연구』, 서울, 서울대학교, 1995

대한무역진흥공사, 『고유상표개발전략』, 1991

대한민국 상표법

반병길, 『마아케팅관리론』, 서울, 박영사, 1988

윤진호(역), 『기업과 디자인 시스템 II』, 서울, 오리콤, 1984

이우용·정구현, 『마아케팅원론』, 1987

이종영·강명주, 『마아케팅조사론』, 서울, 도서출판 석정, 1995

임종원, 『현대 마아케팅원론』, 서울, 법문사, 1988

, 『마케팅조사 이렇게』, 서울, 법문사, 1996

정충영·최이규, 『SPSSWIN을 이용한 통계분석』, 무역경영사, 1996

한희영, 『현대마아케팅론』, 다산출판사, 1987

◆ 국외문헌 ◆

Aaker D. A., Managing Brand Equity: Capitalising on the Value of a Brand Name, New York, The Free Press, 1992

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Bettinger C. O., Dawson Jr. L. E. and Wales H. G., The Impact of Free-Sample Advertising, Journal of Advertising Research, 19, 1979

Bird M., Channon C. and Ehrenberg, Brand Image and Brand Usage, Journal of Marketing Research, Aug., 1970

Boyd C. W., Point of Veiw, Alpha-Numeric Brand Names, Journal of Advertising Research, 25, 1985

Bullmore J., The Brand and its Image Revisited, International Journal of Advertising, 1984

Dawar N. and Parker P., Marketing Universals: Consumers' Use of Brand Names, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality, Journal of Marketing, Vol.58, 1994

Dichter E., What's in an Image, Journal of Consumer Marketing, Vol.2, 1985

Dobni D. and Zinkhan G. M., In Search of Brand Image, Advances in Consumer Research, Vol.17, 1990

Durgee J. F. and Stuart R. W., Advertising Symbols and Brand Names That Best Represent Key Product Meanings, The Journal of Consumer Marketing, 4, 1987

Erickson G. M., J. K. Johnson and P. Chao, Image Variable in Multi-Variable Product Evaluation of Country-of-Origin Effects, Journal of Consumer Research, Vol.11, 1984

FarquharP. H. , Herr P. M. and Fazio R. H., A Relational Model for Category Extensions of Brands, Advances in Consumer Research, Vol.17, 1990

Frazer C. F., Creative Strategy: A Management Perspective, Journal of Advertising, 12, 1983

Friedman R. and Lessig V. P., Psychological Meaning of Products and Product Positioning, Journal of Innovation Management, 4, 1987

Gardner B. G. and Levy S. J., The Product and the Brand, Harvard Business Review, Mar., 1955

Gates R. H. and McDaniel Jr. C. D., Profiling the Utilities of Image, Public Utilities Fortnighthly, 1971

Gensch D. H., Image-Measurement Segmentation, Journal of Marketing Research, Aug., 1978

Gitlin T., The Image of Business on Prime Time Television, California Management Review, Vol.26, 1984

Grubb E. L. and Grathwohl H. L., Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach, Journal of Marketing, 31, 1967

Hendon D. W. and Williams E. L., Winning the Battle for Your Customer, Journal of Consumer Marketing, 2, 1985

Herbig P. and Milewicz J., The Relationship of Reputation and Credibility to Brand Success, Journal of Consumer Marketing, Vol.10, 1993

Herzog H., Behavioral Science Concepts for Analysing the Consumer, Marketing and the Behavioural Science, Boston, Allyn and Bacon Inc., 1963

King S., Brand-Building in the 1990s, Journal of Consumer Marketing, Vol.8, 1991

Kohli C. and Thakor M., Branding Consumer Goods: Insights from Theory and Practice, Journal of Consumer Marketing, Vol.14, 1997

Kotler P., Marketing for NonProfit Organization, 2nd ed., N. J., Prentice-Hall Inc., 1982

, Marketing Management, Englewood Cliffs, Prentice-Hall, Inc., 1984

, Marketing Management: Analysis, Planning and Control, Englewood Cliffs, NJ., Prentice-Hall, 1988

Levy S. J., Symbols by which We Buy, Advancing Marketing Efficiency, American Marketing Association, Dec., 1958

, Marketplace Behavior, New York, AMACOM, 1978

and Glick I. O., Imagery and Symbolism, Marketing Manager's Handbook, Chicago, Dartnell, 1973

Martineau P., Motivation in Avertising, 1957

Mazze E. M., Introduction to the Marketing Reading in the Discipline, N. J., Chanler Publishing Co., 1970

Mcneal J. U. and L. M. Zeven, Brand Name Selection for Consumer Products, Marketing: Contemporary Dimensions, 3rd ed., Boston, Houghton Mifflin Company, 1983

Meenaghan T., The Role of Advertising in Brand Image Development, Journal of Product and Brand Management, Vol.4, 1995

Newmann J. W., New Insights, New Progress, For Marketing, Harvard Business Review, Nov., 1957

Noth W., The Language of Commodities Goundwork for a Semiotics of Consumer Goods, International Journal of Research in Marketing, 4, 1988

Oliver T., Branding Priciples and Brand Development, 브랜딩 세미나, 서울, Infinite Group, 1990

Park C. W., Jaworski B. J. and McInnis D. J., Strategic Brand Concept-Image Management, Journal of Marketing, 50, 1986

Pavia T. M. and Costa J. A., The Winning Number: Consumer Perceptions of Alpha-Numeric Brand Names, Journal of Marketing, Jul., 1993

Pohlman A. and Mudd S., Market Image as a Function of Group and Product Type: A Quantitative Approach, Journal of Applied Psychology, 57, 1973

Reynolds T. J. and Gutman J., Advertising is Image Management, Journal of Advertising Research, 24, 1984

Reynolds W. H., The Role of the Consumer in Image Building, California Management Review, 1965

Sirgy M. J., Using Self-Congruity and Ieal Congruity to Predict Purchase Motivation, Journal of Business Research, 13, 1985

Snyder M. and Debono K. G., Appeals to Image and Claims About Quality: Understanding and the Psychology of Advertising, Journal of Personality and Social Pschology, Vol.49, 1985

Sommers M. S., Product Symbolism and the Perception of Social Strata, Toward Scientific Marketing, Chicago, American Marketing Association, 1963

Swartz T. A., Brand Symbols and Message Differentiation, Journal of Advetising Research, 23, 1983

Turley L. W. and Moore P. A., Brand Name Strategies in the Service Sector, Journal of Consumer Marketing, Vol.12, 1995

Zinkhan G. M. and Martin Jr. C. R., New Brand Names and Inferential Beliefs: Some Insights on Naming New Products, Journal of Business Research, 1987