期刊文献+

口碑传播的影响力要素及其对营销创新的启示 被引量:46

原文传递
导出
摘要 口碑传播对消费者态度和行为的影响 ,已引起了人们的关注。本文从人际影响力和非人际影响力两个维度分析了口碑传播对消费者购买行为的影响 ,并探讨了在整合营销传播背景下 ,口碑传播对企业营销创新赋予的新内涵。
出处 《外国经济与管理》 CSSCI 北大核心 2004年第6期26-30,共5页 Foreign Economics & Management
  • 相关文献

参考文献9

  • 1Bansal, Harvis S. , Peter A. Voyer. Word-of-mouth Processes Within a Services Purchase Decision Context[J]. Journal of Service Research, 2000, 3(2) : 166-177.
  • 2Brlstor, Julia M.. Enhanced Explanations of Word-of-mouth Communications: The Power of Relationships[J]. Research in Consumer Behavior, 1990, (4): 51-83.
  • 3Bruce, Money R. , Mary C. Gilly, and John L. Graham. Explorations of National Culture and Word-of-mouth Referral Behavior in the Purehase of Industrial Services in the United States and Japan[J]. Journal of Marketing, 1998, 62(10) : 76-87.
  • 4Bruce, Money R.. Word-of-mouth Referral Sources for Buyers of International Corporate Financial Services[J]. Journal of World Business, 2000, 35(3): 314-329.
  • 5Duhan D. F. , Johnson S. D. , Wilcox J. B. , Harrell G. D.. Influences on Consumer Use of Word-of-mouth Recommendation Sources[J]. Journal of Academic Marketing Science, 1997, 25(4): 283-95.
  • 6Fitzgerald, Bone Paula. Word-of-mouth Effects on Short-term and Long-term Product Judgments[J]. Journal of Business Research, 1995, 32: 213-223.
  • 7Gilly, Mary C. , John L. Graham, et al.. A Dyadic Study of Interpersonal Information Search[J]. Journal of the Academy of Marketing Science, 1998, 26: 83-100.
  • 8Harrison-Walker, L. Jean. The Measurement of Word-of-mouth Communication and an Investigation of Seviee Quality and Customer Communieation as Potential Antecedents[J]. Journal of Serviee Researeh, 2001, 4(8): 60-75.
  • 9Money RB, Gilly MC, Graham JL.. Explorations of National Culture and Word-of-mouth Referral Behavior in the Purchase of Industrial Services in the US and Japan[J]. Journal of Marketing, 1998, 62(10): 76-87.

同被引文献359

引证文献46

二级引证文献278

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部