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负面网络口碑的品牌危机研究 被引量:6

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摘要 网络媒体上的负面口碑传播助推了品牌危机事件的发生。深入了解消费者对可能引起品牌危机的负面网络口碑的反应,有助于企业更好地应对负面口碑以及可能导致的品牌危机。本文基于归因理论分析了消费者不同的错误归因会导致负面口碑有不同的效应。归因于品牌自身会扩大负面口碑宣传的影响,归因于传播者则会淡化其影响。从而提出注重建立消费者与品牌的关系是预防品牌危机发生的重要措施。
作者 铁翠香
出处 《当代传播》 CSSCI 北大核心 2010年第6期84-86,共3页 Contemporary Communication
基金 湖北省教育厅2009年度人文社会科学研究项目<品牌突发危机的网络舆论传播与引导研究>的阶段性成果 项目编号:2009B143
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参考文献11

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共引文献1

同被引文献46

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