国有企业品牌不利刻板印象的逆转机制研究——基于技术导向视角

发布时间：2018-05-17 09:56

本文选题：技术导向 + 刻板印象逆转　；参考：《辽宁大学学报(哲学社会科学版)》2017年03期

【摘要】：文章借鉴品牌原产国刻板印象逆转机制相关研究,基于强调与刻板印象不一致的"新线索"这一视角,从技术导向的角度探讨国有企业品牌在"高效创新"方面不利刻板印象的逆转问题。研究一揭示:相比国企组控制情境,当突出强调国企的技术导向信息时,被试对国企品牌在高效创新维度上的评价显著提高;实验组被试对品牌在高效创新上的评价,与民企控制情境下被试对高效创新的评价无显著差异。研究二进一步探索发现,国企品牌强调技术导向这一"新线索"时,具有依存型自我建构(vs.独立型自我建构)和低(vs.高)品牌认同的被试,更倾向对国企品牌在高效创新上做出更高的评价。
[Abstract]:This paper draws lessons from the relevant research on the reverse mechanism of brand stereotypes in countries of origin, and based on the perspective of "new clues", which emphasizes the inconsistency between stereotype and stereotype. This paper probes into the reverse of the adverse stereotype of "high efficiency innovation" of state-owned enterprise brand from the point of view of technology-oriented. Research 1 reveals that compared with the control situation of SOEs, the evaluation of SOE brands in the dimension of high efficiency innovation is significantly improved when emphasizing the technology-oriented information of SOEs, and the evaluation of the brands in the experimental group on high efficiency innovation. There is no significant difference between the evaluation of high-efficiency innovation and that of private enterprises. The second study further explores that the state-owned enterprise brand emphasizes the "new clue" of technology orientation, which is dependent on self-construction. Independent self-construction) and low VSS. The subjects of high-brand identity tend to make higher evaluation on high-efficiency innovation of state-owned enterprises.
【作者单位】：辽宁大学商学院;
【基金】：国家社科基金青年项目(13CGL045) 辽宁省教育厅优秀人才支持计划项目(WR2015005) 辽宁省社科规划基金青年项目(L16CGL010)
【分类号】：F273.2;F276.1

【参考文献】