| Reference: | 一、中文書目
闕河士，消費者抱怨行為及其影響因素，政治大學企業管理研究所碩士論文，民國七十八年
蔡姍樺，品牌聯盟類型與結盟伙伴的品牌形象對消費者態度及購後不滿意之影響分析-----以資訊零組件廠商為例，政治大學國際貿易學系碩士論文，民國九十二年
楊宗華，喬登來台╱NIKE鞠躬兩次道歉，允諾球迷無條件退貨，東森新聞ETtoday.com，http://www.ettoday.com/2004/05/28/341-1636310.htm
二、英文書目
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