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Asia Marketing Journal

구전

2012

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소비자의 부정적 브랜드 루머의 수용과 확산, Won Jun Lee, Han Suk Lee Jul 2012

소비자의 부정적 브랜드 루머의 수용과 확산, Won Jun Lee, Han Suk Lee

Asia Marketing Journal

Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies` brand management today is the brand related rumor. An important influence on consumers` purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other`s recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of …