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口碑传播与品牌建构探析

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摘要 口碑传播受到了越来越多消费者和品牌建构者的关注。广告作为一种信息传播活动,存在诸多不确定性,而口碑传播的巨大效力又吸引着越来越多企业建构口碑品牌。本文从大众传播模式下口碑传播对品牌建构的影响入手,分析其中的问题,并提出相应对策。
作者 庞玉立
出处 《现代营销(下)》 2024年第3期61-63,共3页 Marketing Management Review
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