1. Burleigh Gardner and Sidney Levy, (1955),“The Product and the Brand”, Harvard Business Review, Pp, 33-37.
2. Ross M.Cunningham,(1956), “Brand Loyalty – what where, How much?”, Harvard Business Review, P-116.
3. Andrew Gabor and S.W.J. Granger,(1964), “Price Sensitivity of the Consumer”, Journal of Advertising Research,Vol, 4, Pp.40-44.
4. W.T. Tucker, (1967), “Foundations for a Theory of Consumer Behavior”, Holt, New York, Pp.1-2.
5. James H. Myers, et al. (1971), “Correlates of Buying Behavior: Social Class Vs. Income”, Journal of Marketing, Pp. 8-15.
6. See Kent B. Monrore, (1973), “Buyers Subjective Perceptions of Price”, Journal of Marketing Research, Pp. 70-80.
7. Gordon R. Foxall, (1975), “Social Factors in Consumer Choice”, Journal of Consumer Research, Pp. 60-64.
8. See Johan E. Swan and Linda Jones Combs, (1976), “Product Performance and Consumer Satisfaction: A New Concept”, Journal of Marketing Research, Pp. 25-33.
9. R.H. Fazia and M.P. Zanna, (1978), “On the Predictive Validity of Attitudes: The Roles of Direct Experience and Confidence”, Journal of Personality, Vol.46, Pp. 228-243.
10. Linda L. Golden, (1979), “Consumer Reactions to Explicit Brand Comparisons in Advertisement”, Journal of Marketing Research, Vol.16, Pp. 517-532.
11. Michael Etgar and Naresh K. Malhotra, (1981), “Determents of Price Dependency: Personal and Perceptual Factors”, Journal of consumer Research, Vol.8, Pp. 217-222.
12. Aakar David, (1989), “Managing Assets and Skills the key to a Sustainable Advantage”, California Management Review, Pp. 91-106.