Research On The Impact Of Reversing Negative Stereotypes Of Private-owned Enterprises' Brand On Purchasing Intent

Research has revealed that there is a "ownership of brand effect" in China,consumers also do have the stereotypes about private enterprises' brand,and the evaluation of private-owned enterprises' brands about safety and reliability is indeed lower than that of state-owned enterprises.Researchers also pointed out that consumers are good at connecting negative associations such as "small scale" and "unstable" to private-owned enterprises.And once it is labelled "unsafe and reliable",it will hinder the development of private-owned enterprise brands.However many famous private enterprises(such as Gree and JD)have paid attention to focusing on product quality and charity campaigns recently.And these signals are released and have accumulated much good reputation.So it will promote private-owned enterprises' brand evaluation of safety and purchase intention.Therefore,reversing the negative brand stereotype of private-owned enterprise is the only way to promote the competitiveness of private-owned enterprises in the fierce market competition."Ownership of brand effect" as a brand new marketing topic,has been studied by scholars to explain the definition.A study from the perspective of consumer purchase decisions suggests the brand in different ownership have consumer cognition differences and affect their perception of brand characteristics,which in turn affect their preferences and purchase decisions.Huo chunhui et al.used large sample data of experimental methods to prove that consumers have significant differences in the characteristics of the brand of private-owned enterprises and state-owned enterprises.That is to say,there are negative stereotypes in different dimensions of private-owned and state-owned enterprises.Consumers have low evaluation on "efficient innovation" of state-owned enterprise brands and high evaluation of "safety and reliability".However,consumers have low evaluation on "safety and reliability" brand of private-owned enterprises and high evaluation of "efficient innovation".And this negative stereotype can have a different effect on the purchase intention when buying different types of products.Existing research are limited to the forming mechanism of ownership of brand effect,not specifically involves how to reverse the negative stereotypes of corporation brand.But it is undeniable that the existing research provides some directional suggestions,for example,from the angle of enterprise association.That is,how the private-owned enterprises can change consumers' negative stereotypes about the brand of private-owned enterprises and how to improve the purchase intention of consumers.This paper is based on theory that stereotype can be reversed,then study what clues will help the private-owned enterprise brand reverse negative stereotype and the impact of purchase intention.In this paper,three experiments were designed to test relationship between new clues and corporation brand evaluation of "safe and reliability".Corporate social responsibility and enterprise ability information,dramatically reversed consumers of private-owned enterprise brand negative evaluation on safety and reliability,which increase the consumer purchase intention next;Furthermore,when highlighting information on CSR,this reversal effect was more obvious for high(vs.low)altruistic perception participants;and when information on private-owned enterprises' competence was emphasized,the reversal effect was more obvious for entity theorists than incremental theorists.At the same time,brand trust plays a mediating role in the relationship between "safety and reliability" evaluation and purchase intention of private-owned enterprise brands.