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根据外国品牌负面危机事件所涉及的产品类型差异,将产品划分为低价低技术、低价较高技术、较高价格较高技术和高价高技术等四种类型。通过组间实验发现:外国品牌负面信息具有显著的可接近-可诊断性;外国品牌负面信息显著降低了消费者对具体/抽象外国品牌的认知以及情绪和行为卷入度;当呈现外国品牌负面信息时,被试对具体外国品牌的品质评价、态度偏好和购买意愿均低于具体本土品牌,这表明外国品牌负面信息对消费者具体外国品牌偏好和具体本土品牌偏见具有显著的抑制作用;在本土/外国品牌质量接近的行业,外国品牌质量危机事件能够促使消费者反转品牌来源国的刻板认知。
According to the difference of product types involved in the negative crisis of foreign brands, the products are divided into four types: low-cost low-tech, low-cost high-tech, high-price high-tech and high-price high-tech. Through the inter-group experiment, it is found that the negative information of foreign brands is significantly accessible and diagnosable. The negative information of foreign brands significantly reduces consumer’s perception of specific / abstract foreign brands and the degree of emotional and behavioral involvement. When presenting foreign brands Negative information, the quality, attitude preference and willingness to buy of specific foreign brands are lower than the specific local brands, which shows that the negative information of foreign brands has a significant inhibitory effect on consumer specific foreign brand preferences and specific local brand bias; In industries where local / foreign brand quality is approaching, foreign brand quality crisis events can prompt consumers to reverse the stereotyped perception of the country of origin of the brand.