這是一個品牌的世界，擁有自己的品牌能夠使許多企業在競爭激烈的環境中成長茁壯、永續經營、抵抗競爭者的侵蝕，且在市場佔有一席之地。因此本研究希望找出一些可能影響品牌記憶之干擾因素，進而幫助企業建立消費者心中的第一品牌。
本研究探討之干擾變數包含了：教育程度、訊息重複、圖像辨識能力、聲音辨識能力等，另外亦針對三種記憶方法本身，探討記憶方法對於品牌記憶的影響。研究採用實驗研究法，於台灣北部地區蒐集40~60歲消費者之有效問卷共207份，以三個3*2*2之實驗設計及ANOVA變異數分析進行假設之驗證，研究結果顯示：
一、記憶方法對於品牌記憶有顯著的影響。單一視覺或聽覺記憶之品牌記憶測驗結果顯著優於混合記憶（視覺加聽覺）之測驗結果。
二、訊息重複揭露對於品牌記憶的干擾作用僅得到部分支持，對於品牌記憶僅有些微的助益。
三、教育程度對於各記憶方法的品牌記憶存在干擾作用。教育程度較高的人傾向使用視覺記憶的方式來記憶一個新的品牌，教育程度較低者傾向以聽覺記憶的方式記憶品牌。另外本研究亦發現，教育程度較高的人其品牌記憶較佳。
四、圖像辨識能力對品牌記憶的干擾作用僅出現在視覺記憶組重複揭露的情境下，而沒有出現在其他條件下，故無足夠證據顯示圖像辨識能力對於品牌記憶的干擾作用。
五、聲音辨識能力對於各記憶方法的品牌記憶不存在干擾作用。

參考文獻
中文部分
3D立體音效王(1)(2)—音效光碟，新造科技有限公司。
Robert J. Sternberg (2003)，陳億貞譯，普通心理學（Pathways to Psychology -Second Edition），新加坡商亞洲湯姆生國際出版有限公司。
王旭東(1996)，兒童智力開發與保健90題，國際村，初版。
王怡民(2002)，消費者對於商店品牌態度與購買行為關聯之研究，國立高雄第一科技大學行銷與流通管理所未出版碩士論文。
行政院內政部統計資料(2002) http://www.moi.gov.tw/W3/stat/home.asp
余式厚(2001)，IQ大作戰，小知堂文化事業有限公司，初版。
吳宇平(2003)，影響購買保養品之外部搜尋行為相關因素研究，南華大學傳播管理學研究所未出版碩士論文。
吳幸宜(1993)，讓記憶活起來，遠流出版事業股份有限公司，初版。
林建煌(2000)，行銷管理，智勝文化事業有限公司，初版。
林建煌(2002)，消費者行為，智勝文化事業有限公司，初版。
林磐聳(1990)，企業識別系統，藝風堂，二版。
林靈宏(1995)，消費者行為學，五南圖書出版公司。
邱進福(2003)，3C零售連鎖通路之關係行銷研究，世新大學傳播研究所未出版碩士論文。
洪順慶(2001)，行銷管理，新陸書局股份有限公司，二版。
張晨(1995)，敲開記憶之窗，新雨出版社，初版。
張惠如(1998)，創意精選—標誌設計篇，藝風堂，初版。
陳建文(2003)，無線廣告呈現方式與無線網站型態對廣告效果之影響，國立交通大學傳播所未出版碩士論文。
陳美珍(1990)，智力與測驗，大洋出版社，初版。
陳晉玄(2003)，消費者對產品識別之視覺認知研究─以汽車造形為例，國立台北科技大學創新設計研究所未出版碩士論文。
陳順宇(1998)，統計學，華泰書局，三版。
陳順宇(2000)，多變量分析，華泰書局，二版。
黃光雄(1996)，教育概論，師大書苑，初版。
黃政傑(1992)，教育學透視，正中出版，初版。
葉日武(2001)，消費者行為，前程企業管理有限公司，八版。
葉郁菁(2001)，心理學，麗文文化出版，初版。
蔣欣蕊(2001)，以古典制約模式探討外語態度對廣告溝通效果之影響，國立成功大學企業管理學系未出版碩士論文。
鄭博宇(2003)，台北市咖啡連鎖店服務品質管理與顧客滿意度之個案研究，中國文化大學生活應用科學研究所未出版碩士論文。
應志偉(2002)，零售市場之線上購物意願與叛離因素分析，國立政治大學資訊管理學系未出版碩士論文。
英文部分
Alpert, J. I. and Alpert, M. I. (1988), “Background Music as an Influence in Consumer Mood and Advertising Responses,” Advances in Consumer Research, HI: Association of Consumer Research, 485-491.
Anand, P. and Sternthal, B. (1990), “Ease of Message Processing as a Moderator of Repetition Effects in Advertising,” Journal of Marketing Research, 27 (August), 345-353.
Atwood, A. (1989), “Extending Imagery Research to Sounds: Is a Sound also worth a Thousand Words,” Advances in Consumer Research, 16, 587-594.
Barlow, T. and Wogalter, S. M. (1993), “Alcoholic Beverage Warning in Magazine and Television Advertisements,” Journal of Consumer Research, 20 (June), 147-156.
Belch, G. E. (1982), “The Effects of Television Commercial Repetition on Cognitive Response and Message Acceptance,” Journal of Consumer Research, 9 (June), 56-66.
Bornstein, R. F. and D’Agostino, P. R. (1992), “Stimulus Recognition and the Mere Exposure Effect,” Journal of Personality and Social Psychology, 63 (October), 545–552.
Burke, R. R. and Shrull, T. K. (1988), “Competitive Inference and Consumer Memory for Advertising,” Journal of Consumer Research, 15 (June), 55-68.
Cacioppo, J. T. and Petty, R. E. (1979), “Effect of Message Repetition and Position on Cognition Response, Recall, and Persuasion,” Journal of Personality and Social Psychology, 37 (January), 97–109.
Campbell, M. C. and Keller, K. L. (2003), “Brand Familiarity and Advertising Repetition Effects,” Journal of Consumer Research, 30 (September), 292-304.
Crowder, R. G. (1976), Principles of Learning and Memory, Hillsdale, NJ: Lawrence Erlbaum Associates.
Gillund, G. and Shiffrin, R. M. (1984), “A Retrieval Model for both Recognition and Recall,” Psychological Review, 91 (1), 1-67.
Gorn, G. J. (1982), “The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach,” Journal of Marketing, 46, 94-101.
Houston, M. J., Childers, T. L. and Heckler, S. E. (1987), “Picture-Word Consistency and the Elaborative Processing of Advertisements,” Journal of Marketing Research, 24 (4), 359-369.
Johnson, W. R. (1979), “The Demand for General and Specific Education with Occupational Mobility,” Review of Economic Studies, 46 (October), 695-705.
Keller, K. L. (1987), “Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations,” Journal of Consumer Research, 14, 316–333.
Keller, K. L., Heckler, S. E., and Houston, M. J. (1998), “The Effects of Brand Name Suggestiveness on Advertising Recall,” Journal of Marketing, 62 (January), 48-57.
Krugman, H. E. (1972), “How Potent is Television Advertising? Some Guidelines from Theory”, Paper Presented to the ANA Television Workshop, New York City, October 11.
Kumar, A. (2000), “Interference Effects of Contextual Cues in Advertisements on Memory for Ad Content,” Journal of Consumer Psychology, 9(3), 155-166.
Leong, S. M., Ang, S. H., and Tham, L. L. (1996), “Increasing Brand Name Recall in Print Advertising Among Asian Consumers,” Journal of Advertising, 25 (2), 65-81.
Luna, D. and Peracchio, L. A. (2001), “Moderators of Language Effects in Advertising to Bilinguals: A Psycholinguistic Approach,” Journal of Consumer Research, 28 (September), 284-295.
McNeal, J. U. and Zeren, L. M. (1981), “Brand Name Selection for Consumer Products,” MSU Business Topics (Spring), 35-39.
Miller, D. W. and Marks, L. J. (1992), “Mental Imagery and Sound Effects in Radio Commercials,” Journal of Advertising, 21 (4), 83-93.
Mitchell, A. A. (1986), “The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement,” Journal of Consumer Research, 13 (1), 12-24.
Najjar, L. J. (1996), “Multimedia Information and Learning,” Journal of Educational Multimedia and Hypermedia, 5 (2), 129-150.
Nordhielm, C. L. (2002), “The Influence of Level of Processing on Advertising Repetition Effects,” Journal of Consumer Research, 29 (December), 371-382.
Paivio, A. (1986), Mental Representations: A Dual Coding Approach, New York: Oxford University Press.
Pan, Y. and Schmitt, B. (1996), "Language and Brand Attitudes: Impact of Script and Sound Matching in Chinese and English," Journal of Consumer Psychology, 5 (3), 263-77.
Peterson, R. A. and Ross, I. (1972), “How to Name New Brands,” Journal of Advertising, 12 (6), 29-34.
Pieters, R., Warlop, L., and Wedel, M. (2002), “Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory,” Management Science, 48 (6), 765-781.
Polonsky, M. J. (2002), “An Examination of Audio and Visual Cue Framing within Australian In-Cinema Advertisements,” Asia Pacific Journal of Marketing and Logistics, 14 (1), 3-18.
Ratneshwar, S. and Chaiken, S. (1991), “Comprehension''s Role in Persuasion: The Case of Its Moderating Effect on the Persuasive Impact of Source Cues,” Journal of Consumer Research, 18 (1), 52-62.
Robertson, K. (1989), “Strategically Desirable Brand Name Characteristics,” Journal of Consumer Marketing, 6 (Fall), 61-71.
Royalty, A. B. (1998), “Job-to-job and Job-to-nonemployment Turnover by Gender and Education Level,” Journal of Labor Economics, 16 (2), 392-442.
Schmitt, B. H., Pan, Y., and Tavassoli, N. T. (1994), "Language and Consumer Memory: The Impact of Linguistic Differences between Chinese and English," Journal of Consumer Research, 21 (December), 419-31.
Schmitt, B. H., Tavassoli, N. T., and Millard, R. T. (1993), “Memory for Print Ads: Understanding Relations among Brand Name, Copy, and Picture,” Journal of Consumer Psychology, 2 (1), 55-81.
Smith, R. A. (1991), “The Effects of Visual and Verbal Advertising Information on Consumers’ Inferences,” Journal of Advertising, 20 (4), 13-23.
Stewart, D.W. and Punj, G.N. (1998), “Effects of Using Nonverbal (Music) Cue on Recall and Playback of Television Advertising: Implications for Advertising Tracking,” Journal of Business Research, 41 (1), 39-51.
Tavassoli, N. T. (1998), “Language in Multimedia: Interaction of Spoken and Written Information,” Journal of Consumer Research, 25 (June), 26-37.
Tavassoli, N. T. (1999), “Temporal and Associative Memory in Chinese and English,” Journal of Consumer Research, 26 (September), 170-181.
Tavassoli, N. T. (2001), “Color Memory and Evaluations for Alphabetic and Logographic Brand Names,” Journal of Experimental Psychology, 7 (June), 104-111.
Tavassoli, N. T. and Millard, R. (1993), "Memory for Print Ads: Understanding Relations among Brand Name, Copy and Picture," Journal of Consumer Psychology, 2 (1), 55-81.
Tavassoli, N. T. and Han, J. K. (2002), “Auditory and visual brand identifiers in Chinese and English,” Journal of International Marketing, 10 (2), 13-29.
Unnava, H. R. and Burnkrant, R. E. (1991), “An Imagery-Processing View of the Role of Pictures in Print Advertisements,” Journal of Marketing Research, 28 (May), 226–231.
Unnava, H. R., and Sirdeshmukh, D. (1994), “Reducing Competitive Ad Interference,” Journal of Marketing Research, 31, 403–411.
Unnava, H. R., Burnkrant, R. E. and Erevelles, S. (1994), “Effects of Presentation Order and Communication Modality on Recall and Attitude,” Journal of Consumer Research, 21 (December), 481-490.
Zhang, S. and Schmitt, B. H. (2001), “Creating Local Brands in Multilingual International Markets,” Journal of Marketing Research, 38 (August), 313-325.