一、中文部分
王慶堂、蕭世中（2008）。2007年世界盃棒球賽現場觀眾贊助效益之研究。2008年運動休閒產業管理學術研討會論文集，2，373 -382。
吳明隆（2007）。SPSS問卷統計分析實務操作與應用。台北市：五南。
吳明隆（2009）。結構方程模型-AMOS的操作與應用。台北市: 五南。
吳明隆、涂金堂（2005）。SPSS與統計應用分析。台北市：五南。
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（未出版之碩士論文）。國立中央大學，桃園縣。李振任（2001）。國民小學鄉土知識與鄉土認同感之研究－以萬丹鄉為例（未出版之碩士論文）。國立屏東教育大學，屏東縣。林欽禮（2005）。企業贊助運動之整合行銷傳播與創新行銷研究－以NIKE路跑賽為例（未出版之碩士論文）。國立台灣大學，台北市。林隆儀、曾席璋（2008）。品牌策略與企業形象對消費者購買意願的影響－涉入的干擾結果。真理財經學報，19，79-122。林蓓蓓（2009）。企業贊助職業球團管理活動之研究-以La New熊職業棒球隊為例（未出版之碩士論文）。國立臺灣體育學院，台中市。邱皓政（2000）。量化研究與統計分析。台北市：五南。
洪郁然（2009）。企業贊助運動賽會效益之研究-以2008奧運棒球資格賽為例（未出版之碩士論文）。國立臺灣體育學院，台中市。范師豪（2004）。消費者觀點探討企業贊助職業棒球運動之效益（未出版之碩士論文）。國立政治大學，台北市。范資穎（2011）。企業贊助大型運動賽會效益之研究－以100年全國中等學校運動會為例（未出版之碩士論文）。國立臺灣體育學院，台中市。徐嘉良（2005）。運動贊助效益評估－中華三菱汽車贊助兄弟象棒球隊的個案探討（未出版之碩士論文）。國立臺灣體育學院，台中市。徐韻佳（2009）。企業贊助對企業形象與購買意願之影響研究（未出版之碩士論文）。淡江大學，台北市。桑于雅（2005）。企業公共關係中的藝文贊助－以科技企業基金會為例（未出版之碩士論文）。國立交通大學，新竹市高立學、吳勤瑩、陳朝鍵、林純玉（2010）。驗證影響觀眾知覺贊助效益因素模型。運動休閒餐旅研究，5(4)，61-79。
張在山（1991）。非營利事業的策略性行銷。台北市：國立編譯館。
張芳全（2012）。問卷就是要這樣編(第五版)。台北市：心理。
張春興（1987）。心理學。台北市：東華。
梁雙蓮（1984）。中央行政機關公務員組織認同之研究（未出版之博士論文）。國立台灣大學。台北市。許士軍（1987）。管理學。台北：東華書局。
許順旺、李英慈（2010）。大台北地區婚宴產業品牌知名度與消費者行爲意圖之相關研究－以顧客滿意度爲中介變項。民生論叢，4，107-139。
陳順宇（2000）。多變量分析(第4版)。台北市：華泰書局。
曾瑞程、陳玉林（2009）。企業組織贊助UBA運動聯賽之品牌形象研究。休閒保健期刊，1，165-180。程紹同（1998）。運動贊助策略學。台北：漢文書店。
程紹同（1999）。第五促銷元素-跨世紀百億美元的贊助理念解析。廣告雜誌，（27），頁82-88 。程紹同（2001）。第五促銷元素。台北市：滾石文化。
黃芳銘（2004）。社會科學統計方法學：結構方程模式。台北市：五南。
黃建裕（2004）。企業運動贊助效果之研究（未出版之碩士論文）。國立中興大學，台中市。黃淑汝（1999）。台灣地區職業運動贊助管理之研究（未出版之碩士論文）。國立交通大學，新竹市黃煜、彭小惠（2003）。運動管理學。台中：華格納。
廖俊儒（2002）。職棒現場觀眾消費體驗要素對體驗滿意度與忠誠意願影響之研究（未出版之博士論文）。國立台灣師範大學，台北市。劉鎧誠、盛世慧、廖誼印（2010）。大觀盃籃球選手運動傷害就醫習慣調查之研究。運動知識學報，7(8)，163-174。
蔣宜龍（1999）。企業贊助運動賽會效益之研究（未出版之碩士論文）。國立體育學院，桃園縣。蕭文龍（2007）。多變量分析最佳入門實用書。台北市：碁峰。
蕭嘉惠（2003）。賽會贊助個案研究-以91年全國大專院校運動會為例。大專體育學刊，1(5)，75-83。蕭嘉惠（2004）。台灣地區觀眾賽會贊助認同之比較研究。大專體育學刊，2(6)，79-91。韓大衛（1995）。企業贊助大專院校運動代表隊的動機與學生對企業贊助的認知及贊助效果之研究（未出版之碩士論文）。國立體育學院，桃園縣。龔昶元、謝銘元、楊佩琪（2011）。網路行銷中企業運動贊助之感性因素研究。行銷評論，8(3)，351-365。
二、英文部分
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Aaker, D. A. (2004), Brand Portfolio Strategy：Creating Relevance, Differentiation, Energy, Leverage, Clarity, New York：Free Press.
Adams, G. R. & Marshall, S.,(1996). A developmental social psychology of identity: Understanding the person-in-context. Joural of Adolescence, 19(5), 429-442.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13, 411-435.
Anand, V. (2002). Building blocks of corporate reputation, social responsibility initiatives. Corporate Reputation Review , 5, 71-74.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Academic of Marketing Science,16, 76-94.
Bandura, A. (1969), Principles of Behavior Modification, New York: Holt, Rinehart & Winston.
Bayton, J. A. (1959). Researching the corporate image. Public Relation, 1(4), 3-8.
Belk, R. W.(1988). Possessions and the extended self. Journal of Consumer Research, 15 (September),139-168.
Berger, I. E., Cunningham, P. H., & Drumwright, M. E. (2006). Identity, identification, and relationship through social alliances. Journal of the Academy of Marketing Science, 34(Spring), 128-138.
Brooks, D. R. (1990). Parsimony analysis in historical biogeog-raphy and coevolution: methodological and theoretical update. Systematic Zoology, 39, 14-30.
Brown, T., and Dacin, P. A., (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing. 61 (1), 68-84.
Carrillat, F., Lafferty, B., & Harris, E. (2005). Investigating sponsorship effectiveness: Do less familiar brands have an advantage over more familiar brands in single and multiple sponsorship agreements? Brand Management,13(1), 50–64. doi:10.1057/palgrave.bm.2540245
Chan, C. C. (2006). Core competencies and performance management in Canadian. Library Management, 27(3), 144-154.
Cornwell, T. B., & Maignan, I. (1998). An International review of sponsorship research. Journal of Advertising, 27(1), 1-21.
Ding, L., Velicer, W., and Harlow, L. (1995). Effect of Estimation Methods, Number of Indicators Per Factor and Improper Solutions on Structural Equation Modeling Fit Indices, Structural Equation Modeling, 2, 119-143.
Dodds, W. B., K. B. Monroe, & D. Grewal (1991). Effects of price, brand, and store information on buyers'' Product Evaluations. Journal of Marketing Research, 28(3), 307-319.
Dolphin, R. R.(2003), Sponsorship: perspectives on its strategic role, Corporate Communications: An international Journal, 8(3), 173-186.
Feilitzen, C. V., & Linne (1975). Identity with Television Characters. Journal of Communication, 25, 51-55.
Fishbein, M., & Ajzen I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research, MA: Addison-Wesley.
Freud, S. (1922). Group Psychology and The Analysis of Ego. New York: Norton.
Gardner, M. P., & Shuman, P. (1998). Sponsorship: An Important Component of the Promotion Mix, Journal of Advertising, 16(1), 11-17.
Gray, E. R., & Balmer, J. M. T. (1998). Managing Corporate Image and Corporate Reputation. Long Range Planning, 31(5), 695-702.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariatedata analysis (5th.ed.). New York: Macmillan.
Hair, J. F. J., Anderson, R. E., Tatham, R. L., & Black, W. C. (2006). Multivariate data analysis with readings. Englewood Cliffs, NJ:Prentice-Hall.
Hall & Gay (1996). Introduction: Who needs identity. Questions of cultural identity. London: Sage Publications.
Heider, F. (1946). Attitudes and cognitive organization. Journal of Psychology, 21,107-112.
Hein, K. (2002). As big scandals mount, experts say be truthful and honest in ads. Brandweek , 43, 37.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Richard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11), 1762-1800.
Higham, J. (1999). Commentary - sport as an avenue of tourism development: An analysis of the positive and negative impacts of sport tourism. Current Issues in Tourism, 2(1), 82-90.
Howard, D. R. & Crompton, J. L. (2004). Financing Sport, 2nd edn, Morgantown, WV: Fitness Information Technology.
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IEG (2007). Fore cast: Recession slams brakes on sponsorship spending. IEG Sponsorshi p Report, 27(24) , 4-5
Johar, G. V., & Pham, M. T. (1999). Relatedness, prominence, and constructive sponsor identification. Journal of Marketing Research, 36, in press.
Joreskog, K. G., & Sorborn, D. (1989). LISREL VII User’s Guide, Scientific Software, Inc., Mooresville, IN.
Keller, K. L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity, Journal of Marketing, 57(1), 1-22.
Kuzma, J. R., & Shanklin, W. (1994). Corporate sponsorship: A framework for analysis. In P. G. Code (Ed.), Sport business operational and theoretical aspects. Dubuque, IA: Wm. C. Brown Communications.
Lafferty, B., & Goldsmith, R. (2005). Cause-brand alliances: does the cause help the brand of does the brand help the cause? Journal of Business Research , 58, 423-429.
Laurent, G., Kapferer, J. N., & Roussel, F. (1995). The Underlying Structure of Brand Awareness Scrores, Marketing Science, 14 (3), 170-179.
Lee, H.J.(2004). The role of competence-based trust and organizational identification. Journal of Managerial Psychology, 196, 623-640.
MacCallum, R. C., Roznowski, M., Mar, C. M., & Reith, J. ''V. (1994). Altemative strategies for cross-validation of covariance structure models. Multivariate Behavioral Research, 29(1), 1-32.
Marsh, H. W., Balla, J. R., & McDonald, R. P. (1988). Goodness-of-fit indices in confirmatory factor analysis: the effect of sample size. Psychological Bulletin, 103(3), 391-410.
McCarville, R. E., & Copeland, R. P. (1994). Understanding Sport Sponsorship Through Exchange Theory. Journal of Sport Management, 8(2), 102-114.
Meenaghan,T. (1983), Commercial sponsorship, European Journal of Marketing, 17(7), 1-74.
Meenaghan, T. (2001). Understanding sponsorship effects. Psychology and Marketing, 18(2), 95-122.
Morwitz, V. G. & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which "intenders" actually buy? Journal of Marketing Research, 29(4), 391-405.
Pitts, B., & Stotlar, D. (1996). Fundamental of sport markting. Morgantown, WV: Fitness Information Technology.
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Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects insponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 29-42.
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Scheiber, A. L. (1994). Lifestyle and Event Marketing, NY: McGraw Hill.
Sen, Sankar and C.B. Bhattacharya (2001), Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility, Journal of Marketing Research, 38 (May), 225-243.
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Torkzadeh, G., Koufteros, X., & Pflughoeft, K. (2003). Confirmatory Analysis of Computer SelfEfficacy. Structural Equation Modeling, 10(2), 263.
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三、網路訊息
中華民國大專院校體育總會（民101年10月25日）。國內競賽活動。取自http://web2.ctusf.org.tw/index.php
台中市籃球委員會（民101年12月27日）。比賽訊息。取自http://bcitc.jimdo.com/
衣統天下服飾有限公司（民102年1月24日）。企業介紹。取自http://e-tone.myweb.hinet.net/
朝陽科技大學體育室（民101年10月25日）。朝陽盃全國大專院校系際籃球錦標賽競賽規章。取自http://www.cyut.edu.tw/~phy/c_index.html