1David h Aaker. Brand Equity & Advertising. OSA: Lawrence Erlbaum Associates, Inc.,1993.
2Aaker David A. and Kevin L. Keller. Cons- umer Perception of Brand gxtensions. Journal of Marketing, 1990,(54):27-41.
3Agrawal J, Kamakura W A. The economic worth of celebrity endorsers: An event study analysis. Journal of Marketing, 1995,59(3):56-62.
4Friedman H and Friedman L. Endorser effe- ctiveness by Product type. Journal of advertising research, 1979,(19):63-71.
5Kamins M A. An investigation into the 'match-up' hypothesis in celebrity advertising : When beauty maybe only skin deep. Journal of Advertising, 1990,19(1):4-13.
6Smith, D. C. and C. W. Park. The Effect of Brand Extension on Market Share an Advertising Efficiency. Journal of Market Research, 1992, (29): 296-313.