5Aaker. Managing Brand Equity -Capitalizing on the Value of a Brand Name[M] .The Press :a Division of Macmillan Canada, 1991:39 - 41.
6Gupta S. Impact of Sales Promotions on When, What and How Much to Buy, [J] .Journal of Marketing Research, 1988,25:342 - 355.
7Hauser J, B Wemerfeldt. An Evaluation Cost Model of Consideration Seis [ J]. Journal of Consumer Research, 1990, 16:393 - 408.
8Jacoby J. A Model of Multi-Brand Loyalty [J].Journal of Marketing Research 1971,11: 26.
9Ganesh J, M J Arnold, K E Reynolds. Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers [J]. Journal of Marketing, 2000, 64:65-87.
10O'Brien L,C Jones. Do Rewanls Really Create Loyalty ? [J]. Harvard Business Review, 1995,73:75 - 83.