企业营销负面曝光事件研究述评

被引：34

作者：

王晓玉

晁钢令

机构：

[1] 上海财经大学国际工商管理学院

来源：

外国经济与管理 | 2009年 / 31卷 / 02期

关键词：

负面曝光事件; 归因; 印象理论; 溢出;

D O I：

10.16538/j.cnki.fem.2009.02.004

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

营销中的负面曝光事件是指企业营销过程中发生的关于产品、服务、企业整体或员工个人的具有极大破坏性且传播面非常广的事件。本文对有关企业营销中的负面曝光事件的研究文献进行了述评,梳理了学者们从归因视角、印象理论视角、管理视角,以及溢出效应视角进行的相关研究,最后指出了现有研究的不足并展望了未来的研究方向。

引用

页码：33 / 39

页数：7

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