摘要
口碑传播不仅有利于扩大服装企业品牌的知名度,更重要的是它能极大影响口碑受众的消费行为和态度.本文从负面口碑产生的动机、扩散的原因、接收动机以及传播后果分析其对纺织服装企业的影响,提出纺织服装企业防范负面口碑传播的措施.
Word-of-mouth is not only beneficial to expand clothing enterprise brand visibility,but also an important source of information that affects consumers＇ attitudes and buying behaviors.Based on analyzing the motives,the cause of spread,receiving motivation and the effect of negative word-of-mouth on textile clothing enterprise,the paper puts forward some measures for textile clothing enterprise to prevent negative work-of-mouth.
出处
《北京服装学院学报（自然科学版）》
CAS
2012年第1期29-34,共6页
Journal of Beijing Institute of Fashion Technology：Natural Science Edition
关键词
口碑
负面口碑
纺织服装企业
品牌知名度
word-of-mouth
negative word-of-mouth
textile clothing enterprise
brand visibility
