管理学报
  Jul. 15, 2025
Home |  About Journal  |  Editorial Board  |  Instruction  |  Subscriptions  |  Advertisement  |  Contacts Us  |  Chinese
J4  2015, Vol. 12 Issue (04): 593-    DOI:
Current Issue| Next Issue| Archive| Adv Search |
Effect of the Negative Information of Different Attributes Foreign Brands on Brand COO Perception: Regulation of Ethnocentric Stimulation Information
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

Download: PDF (1456 KB)   HTML (1 KB) 
Export: BibTeX | EndNote (RIS)      
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.
Key wordsethnocentrism stimulus information      foreign brand      local brand      negative information      product attrib     
Received: 15 May 2013     
Service
E-mail this article
Add to my bookshelf
Add to citation manager
E-mail Alert
RSS
Articles by authors
Cite this article:   
URL:  
http://manu68.magtech.com.cn/Jwk_glxb/EN/     OR     http://manu68.magtech.com.cn/Jwk_glxb/EN/Y2015/V12/I04/593
Copyright  ©  CHINESE JOURNAL OF MANAGEMENT
Support by Beijing Magtech Co.ltd   support@magtech.com.cn