Research On The Impact Of Transnational Mistake On Native Brand Evaluation

With the development of science and technology,in the modern social life,there are more rich variety of products for consumers to choose and use.Therefore,as more and more complex products and strict safety regulations,brand mistakes is more and more common in real life.In United States,only in 2000 to 2004 brand mistakes which occurred in the market is the last century 90’s 112 times.In countries such as China,where the market is not yet mature,the brand mistake in the market has a higher frequency of outbreaks,which has a great negative impact on the community,businesses and consumers.This article is based on the Chinese cultural perspective,with shame as the intermediary mechanism,to explore the relationship between brand transnational mistake and brand evaluation,so that enterprises can avoid brand misconduct,and this research is a hot topic in the field of marketing theory.This article reviews the research of brand mistakes and brand negative evaluation.It is found that the past scholars only studied the Chinese brand foreign market mistakes on the impact of foreign consumer welfare,but not on the impact of local consumers.Therefore,this paper,combined with Chinese native psychology,starts with the concept of "shame",which is unique to Chinese culture,and explores the mechanism and boundary conditions of brand transnational wrongfulness affecting consumer brand evaluation.This paper constructs the research model by using brand mistakes as independent variables,shame as mediating variable,brand relationship and social comparison as moderator variables and brand evaluation as dependent variable.In this paper,data were collected by means of questionnaires and experiments,and the data were validated by SPSS 22.0.Based on the review of the literature,this paper further puts forward the research model and hypothesis reasoning.The pre-experiment,experiment 1,depth interview 1 and experiment 2,depth interview 2 verify the hypothesis.The research conclusions are as follows:1)Compared with capability mistakes,consumers has a higher sense of shame when the brand makes moral mistakes(life failure);2)consumers shame medidates in brands multinational mistake and brand evaluation;3)when the brand makes moral mistakes(life failure),the closer the brand relationship is,the stronger the consumer’s sense of shame and then the lower the brand evaluation;In the brand capability mistakes(work failure),brand relationship has no significant impact on consumer shame;4)In the brand capability mistakes(work failure),compared with the upwards comparison,when downwards comparison,consumers have a higher sense of shame,and then a lower brand evaluation;In the brand moral mistakes(life failure),social comparison has no significant impact on consumer shame.The innovations of this paper are as follows: 1)Introducing the "consumer shame" into the marketing field,expanding the depth of the research on brand mistakes and the influencing factors of brand evaluation,enriching the related theories of brand mistakes;2)This paper,combined with Chinese culture,studies the mediating role of consumers’ shame in the context of brand transnational mistakes,and increases the depth and cultural universality of existing research.3)Exploring and verifying the boundary condition of brand transnational mistake influencing on brand evaluation,namely the moderator of brand relationship and social comparison,expanding the application scope of research conclusion.