不同属性外国品牌负面信息披露对品牌来源国认知的影响

发布时间：2018-11-05 20:22

【摘要】：品牌来源国刻板印象是中国社会情境下的一种典型社会认知偏差,如何反转品牌来源国刻板印象是当前亟需研究的重要命题。以社会信息环境中的民族中心主义信息和外国品牌负面信息为刺激线索的实验研究发现:民族中心主义刺激仅对手提电脑质量组外国品牌负面信息抑制抽象外国品牌态度偏好和购买意愿具有显著的调节作用,这表明民族中心主义刺激对外国品牌负面信息抑制抽象外国品牌偏好具有调节作用,而且存在产品属性差异;同时,民族中心主义刺激还对商业贿赂组的具体本土品牌态度偏好、食品质量组和商业贿赂组的具体本土品牌购买意愿有显著的促进作用。这表明,民族中心主义刺激对外国品牌负面信息反转具体本土品牌偏好具有调节作用,而且存在产品属性差异。
[Abstract]:Brand source country stereotype is a typical social cognitive bias in Chinese social context. How to reverse brand origin stereotype is an important topic that needs to be studied. The experimental study of ethnocentrism information and negative information of foreign brands in social information environment shows that ethnocentrism stimulation only inhibits abstract foreign countries for laptop quality groups. Brand attitude preference and purchase intention have significant regulatory effect. This indicates that the stimulation of ethnocentrism can regulate the negative information of foreign brands to suppress the preference of abstract foreign brands, and there are differences in product attributes. At the same time, ethnocentrism stimulates the specific local brand attitude preference of commercial bribery group, food quality group and commercial bribery group of specific local brand purchase intention has a significant role in promoting. This indicates that the stimulation of ethnocentrism can regulate the negative information of foreign brands to reverse the preference of specific local brands, and there are differences in product attributes.
【作者单位】：西南政法大学管理学院;西南政法大学科研处;重庆文理学院品牌科学研究所;
【基金】：教育部人文社会科学研究资助项目(12YJCZH283) 中国博士后科学基金资助项目(2013M540327) 西南政法大学资助项目(2014XZRCXM007)
【分类号】：F713.55

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