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| Effect of the Negative Information of Different Attributes Foreign Brands on
Brand COO Perception: Regulation of Ethnocentric Stimulation Information
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| ZHANG Yi,LIU Jinping,ZHANG Rui,ZHOU Liyong |
| 1. Southwest University of Political Science & Law, Chongqing, China;
2. Chongqing University of Arts and Sciences, Chongqing, China |
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Abstract Local brand stereotype is a typical social cognitive bias in China. How to reduce or inhibit local brand stereotypes remains as an important proposition for us for further research. This study takes the stimulus information of the ethnocentrism and foreign brand negative information in the Mimicry environment as cognitive clue, and through experiment it finds that there is a significant regulation of ethnocentric stimulation only on suppression of attitude preferences and purchase intentions of abstract foreign brands by negative information of foreign brands in notebook computer quality group. It shows that ethnocentrism stimulus plays a regulatory role in inhibition on abstract foreign brand preference by negative information of foreign brands, and there are differences in product attributes. At the same time, ethnocentrism stimulus significantly enhances attitude preferences for specific local brands in commercial bribery group as well as purchase intentions of specific local brands in food quality group and commercial bribery group. It shows that ethnocentrism stimulation plays a regulatory role in reverse of preferences for specific local brands by negative information of foreign brands and there are differences in product attributes.
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Received: 15 May 2013
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2015, Vol. 12 
