The Influence Of Stereotypes In Countries Of Origin On Consumers' Brand Attitudes

With the development of China's economy,the fast fashion clothing industry has also ushered in its own upsurge.Most of the outstanding brands in the fast fashion clothing industry come from different countries outside China.Clothing made in different countries can easily give consumers the stereotype of the country of origin of the brand.This paper takes Uniqlo,a typical fast fashion clothing brand,as the representative of sample case selection,through the method of empirical research to the region of origin image,The three dimensions of product attributes and consumer personal factors constitute the factors influencing the stereotype of the country of origin.At the same time,brand attitudes are divided into three categories:cognitive brand attitude,emotional brand attitude and behavioral intentional brand attitude.Then it analyzes the influence of the stereotype of the country of origin on the consumer brand attitude,and provides some theoretical and practical guidance for the development of fast fashion clothing in China.Based on the research of Uniqlo clothing brand,this paper verifies the hypothesis of this paper by the method of questionnaire,the reliability,validity analysis and related scientific analysis of the investigation data by SPSS 20.0 software.At the same time,we can draw the following conclusion:(1)in the field of fast fashion clothing,there exists the influence of brand country of origin stereotype,and most of the clothes sold have the characteristics or elements of the brand country of origin,and the country of origin stereotype is mainly through the image of the region of origin.The three dimensions of product attributes and consumer personal factors determine the brand attitude of consumers by cognitive brand attitude,affective goods.Brand attitude and behavioral intention brand attitude.the cognitive brand attitude and emotional brand attitude of consumers will affect the brand attitude of consumers,while cognitive brand attitude and emotional brand attitude will play a common role in behavioral intention brand attitude.(4)the stereotype of the country of origin has a significant impact on the formation of consumers' brand attitude.Through the study,it is found that the image and product attributes of the origin region of the country of origin have significant influence on the consumer's brand attitude,while the consumer personal factors have a brand attitude to the consumer.The influence is not significant.