5Simon, Carol J. Sullivan, Mary W. (1993), "The Measurement and Determinants of Brand Equity: A Financial Approach", Marketing Science, Winter 1993, Vo112(1), p28,p25.
6Yoo, Booghee; Donthu, Naveen and Lee, Sungho(2000), "An Examination of Selected Marketing Mix Elementsand Brand Equity". Journal of the Academy of Marketing Science, Vo128(2), pp195--211.
7Zeithaml, V.A. (1988), "Consumer Perceptions of Price, Quality, and Value: A Means- Ends Model and Synthesis of Evidence", Journal of Marketing, 52: pp2--22.
8Aaker, David A.(1991), Managing Brand Equity.New York, The Free Press.
9Aaker, David A. (1996), "Measuring Brand Equityacross Products and Markets", California Management Review, Vo138, No.3, Spring 1996.
10Bawa, Kapil and Shoemaker, Robert W. (1987), "The Coupon- Prone Consumer: Some Findings Based on Purchase Behavior across Product Classes", Journal of Marketing,Vo151 (October 1987), pp99-- 110.
2Devon Delvecchio,David Henard,traci H.Freling c.The effect of sales promotion on pst-promotion brand preference: A meta-analysis[J].Joumal of Retail,2006,(82):203-213.
3Ogilvy, David. Confessions of an Advertising Man [ M ]. New York: Atheneum, 1963.
4Zeithaml, V. A. Consumer Perceptions of Price, Quali- ty, and Value: A Means - end Model and Synthesis of Evidence[J]. Journal of Marketing, 1988(52) :2 -22.
5Biel Alexcander L . How Brand Image Drives Brand Equity [ J ]. Journal of AdvertisingResearch, 1992 (32) :6 -12.
6Crimmins, J.C. Better Measurement and Management of Brand Value [ J ]. Journal of Advertising Research, 1992(32) :11 -20.
7Baldinger . A. Defining and Applying the Brand Equity Concept : Why the Researcher Should Care [ J ]. Journal of Advertising, 1990 (3) :2 - 5.
8Pitta D, L Katsanis. Understanding Brand Equity and Customer Loyalty [ J ]. Journal of Consumer Marketing, 1995,2(4) :51 -64.
9Edward. M. Tauber. Brand Leverage: Strategy For Growth in A Cost - control World [ J ]. Journal of Ad- vertising Research, 1988 (8/9) :26 - 30.
10Aaker D, Keller K. Consumer Evaluations of Brand Ex- tension [J]. Journal of Marketing,1990(1) :27 -41.