本研究在廣告的產品項目是使用虛擬品牌VG Powercam830的數位相機為研究目標，在兩種廣告策略之下，了解品質認知是否會正向影響品牌信任；廣告態度是否正向影響品牌情感；品牌情感是否正向影響購買意願。不過最後我們會發現不管在任何的廣告策略之下，都會有正向的影響，卻也發現裝飾性廣告大部分正向的影響都會大過於實質性廣告。

This research is using digital camera which is named VG Powercam 830 to be our experiment product. Between different ad strategies, we want to understand if perceived quality affect positively related to brand trust. We want to understand if ad attitude affect positively related to brand affect. And we want to understand if brand affect would affect positively related to purchase intention. Finally, we would find out under any strategy, we will have positive affect on consumer behavior. However, we discover that positive affect under cosmetic ad strategy would be bigger than under substantive ad strategy.

中文部分
1.鄭博文，2004，廣告重複對消費者行為的影響〈國立台灣科技大學企業管理學系碩士論文〉
2.李復中，2004，顧客對公司品牌滿意與忠誠度之相關研究-以資訊服務業台灣全錄公司為例〈國立台灣科技大學企業管理學系碩士論文〉
3.黃美玲，2004，化妝品品牌服務態度與個人命理之間的關聯〈國立台灣科技大學企業管理學系碩士論文〉
4.田竹英，2004，消費者人格特質對3C賣場購物決策的影響〈國立台灣科技大學企業管理學系碩士論文〉
5.孫心俠，2004，以消費者觀點探討機場免稅店的經營〈國立台灣科技大學企業管理學系碩士論文〉
6.曹孟蘭，2002，消費者對行動廣告態度之研究〈國立中山大學傳播管理研究所碩士論文〉
英文部分
Appel, Valentine (1971),”On advertising wearout, “journal of advertising research,11(February),11-13.
Anand, Punam and Brian Sternthal (1990), “Ease of Message Processing as a Moderator of Repetition in advertising” Journal of marketing research,27,(August),345-353.
Batra,Rajeev, Donald R Lehmann, Joanne Burke and Jae Pae (1995), “when does Advertising Have an impact?A Study of Tracking Data,” Journal of advertising Research,35(5),19-32.
Berlyne,Daniel E (1970), “Novelty, complexity, and Hedonic Value,” Perception and Psychophysics,8(November),279-286
Blair,Margaret Henderson and Michael J. Rabuck(1998), “Advertising wearin and Wearout :Ten Years Later---More Emprical Evidence and Successful Practice,”Journal of Advertising Research(September-October),7-18.
Bornstein, R.F.,Kale, A.R.,and Cornell,K.R.(1990), “Boredom as a limiting condition on the mere exposure effect,” Journal of Personality and Social Psychology,58,791-800.
Burnkrant,Robert E. and Hanumantha R. Unnava(1987), “Effects of Variation in Message Execution on the Learning of Repeated Brand Information,” in Advances in Consumer Research,Vol.14,ed.Melanie Wallendorfand Paul F. Anderson,Provo, UT :Association for Consumer Research,173-176.
Cacioppo ,John T. and Richard E. Petty(1979), “Effects of Message Repetition and Position on Cognition Response,Recall, and Persuasion,”Journal of Personality and Social Psychology,37(January),97-109.
Calder ,Bobby J. and Brian Sternthal(1980), “Television Commercial Wearout:An information Processing View,”Journal of Marketing Research,17(May),173-186.
Chaudhuri, Arjun and Morris B.Holbrook(2001), “The Chain Effects of Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing,65(April),81-93.
Choi,Kui-Son, Woo-Hyun Cho, Sunhee Lee, Hanjoon Lee and Chankon Kim(2002), “The Relationships among Quality, Value, Satisfaction and Behavioral Intention in Health Care Provider Choice: A South Korean Study,”Jounal of Business Research,53,913-921.
Coulter ,Keith S.and Robin A. Coulter(2002), “Determinants of Trust in a Service provider:the Moderating Role of Length of Relationship,”journal of Services Marketing,16(1),35-50
Dodds, William B., Kent B. Monroe and Dhruv Grewal(1991), “Effects of price, Brand ,and Store information on Buyer’Product Evaluations,”Journal of Marketing Research,28(August),307-319
Garvin ,A. D.(1987),Competing on eight dimensions of quality, “Harvard Business Review,253,101-109.
Gibson, Lawrence D.(1996) “What Can One TV Exposure Do,”Journal of Advertising Research ,March/April,9-18.
Gorn, Gerald J. and Marvin E. Goldberg(1980), “Children’s Response to Repetitive Television Commercials,”Journal of Consumer Research, 6(March),421-424.
Grewal, Dhruv, Kent B. Monroe and R. Krishnan (1998), “The Effects of Price-Comparison Advertising on Buyer’s Perception of Acquisition Value, Transaction Value, and Behavior Intentions,” Journal of Marketing,62(April),46-59.
Grewal , Dhruv, R. Krishnan , Julie Baker and Norm Borin(1998), “The Effect of Store Name , Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions,” Journal of Retailing,74(3),331-352.
Haugtvedt, Curtis P., David W. Schumann, Wendy L. Schneier and Wendy L. Warren(1994), “Advertising Repetition and Variation Strategies: Implications for Understanding Attitude Strength,” Journal of Consumer Research,21(June),176-189.
Holbrook, Morris B, and Rajeev Batra(1987) “Assessing the Role of Emotions as Mediators of Consumer Response to Advertising,” Journal of Consumer Research,14(December),404-420.
Homer,Pamela M.(1990), “The Mediating Role of Attitude Toward the Ad: Some Additional Evidence,” Journal of Marketing Research,27(February),78-86
Jain, Shailendra Pratap, and Steven S. Posavac(2004), “Valenced Comparisons,”Journal of Marketing Research,41 (February),46-58.
Jones, John Philip (1990), “Ad Spending: Maintaining Market Share,” Harvard Business Review,68(1), 38-41.
Kotler, Philip, Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan(1999),Marketing Management.New York:Prentice-Hall.
Krugman, Herbert E. (1972) “Why Three Exposures May Be Enough,” Journal of Advertising Research, 12(6),11-14.
Lane, Vicki R. (2000), “ The Impact of Ad Repetition and Ad Content on Consumer Perceptions of Incongruent Extensions,” Journal of Marketing,64(April),80-91.
Lutz, Richard, Scott Mackenzie and George Belch(1983), “Attitude Toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences,” in Advances in Consumer Research,Vol.10, R. Bagozzi and A. Tybout, eds. Ann Arbor , MI: Association for Consumer Research,532-539.
Machleit, Karen A., Chris T. Allen, and Thmas J. Madden(1993), “The Mature Brand and Brand Interest:An Alternative Consequence of Ad-Evoked Affect, “Journal of Marketing ,57(October),72-82.
Machleit, Karen A. and Robert D. Wilson(1988), “Emotional Feeling and Attitude toward the Ad: The Roles of Brand Familiarity,” Journal of Advertising,17(3),27-35.
Mackenzie, Scott, Richards Lutz and George Belch(1986), “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness:A Test of Cometing Explanations,”Journal of Marketing Research,23(May)130-143.
Mahajan, Vijay and Eitan Multer(1986), “Advertising Pulsing Politics for Generating Awareness for new Products,” Marketing Science,5 (2),89-106.
Maurice W. Sasieni(1989), “Optimal Advertising Strategies,” Marketing Science,8(4),358-370.
Monroe, Kent B. and Willams B. Dodds(1988), “A Research Program for establishing the Validity of the Price-Quality Relationship, “Journal of Academy of Marketing Science,16(Spring),151-168.
Olson, Jerry C.and Jacob (1973), “Cue Utilization in the Quality Perception Process,”in Proceedings 3rd Annual Conference, M. Venkatesan, ed . Chicago:Association for Consumer Research,167-179.
Pechmann, Cornelia and David W. Stewart (1990), “The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions,” Journal of Consumer Research,17(September),180-191.
Peterson, Robert A. and Willam R. Wilson(1985), “Perceived Risk and Price Reliance Schema as Price-Perceived Quality Mediatiors,” in Perceived Quality: How Consumers View stores and Merchadise,Jacob Jacoby and Jerry C. Olson, eds. Lexington, MA: Lexington.
Petty, Richard E. and John T. Cacioppo (1981), Attitudes and Persuasion: Classic and Contemporary Approached,Dubuque, IA: Brown.
-------------------- and John T. Cacioppo (1986),Communication and Persuasion:Central and Peripheral Routes to Attitude Change,New York,;Springer.
Rao, Akshay R. and Kent B. Monroe(1988), “The Moderating Effects of Prior Knowledge on Cue Utilization in Product Evaluations,”Journal of Consumer Research,15 (September),250-264.
Ronis , David W. (1980), “Predicting and Agreement with Opposing Arguments:a Delayed Action Effect,” Journal of Experimental Social Psychology,16(July),376-387.
Sawyer , Alan(1980), “Repetition , Cognitive Responses and Persuasion,” in Cognitive Responses in Persuasion, Thomas M. Ostrom, Richard E. Petty and Timothy C.Brock,ed. Hillsdale, New Jersey:Lawrence Erlbrum Associates.
Sasieni, Maurice W. (1989), “Optimal Adverting Strategies,” Marketing Science,8(4),358-370.
Wigfield, A. and Eccles, J. S.(2000), “Expectancy-value theory of achievement motivation,” Contemporary Educational Psychology,25,68-81.
Zeithmal , Valarie A. (1988), “Consumer Perceptions of Price, Quality, and Value:A Means-End Model and Synthesis of Evidence,” Journal of Marketing,52(July)2-22.
Zielske, Hubert A.(1959) “ The Remembering and Forgetting of Advertising,”Journal of Marketing,23(1),239-243.