Research On The Influence Of Country-of-origin Effect On Brand Equity In Competence-based Negative Information

Consumers have more freedom to choose products from different countries of origin in recent years,so consumers will judge their attitude towards brands based on their perception of the image of the country of origin with the popularity of cross-border e-commerce platforms.Therefore,the influence of the country of origin of brands on corporate brands and consumer behaviors has been paid more and more attention by the academic and business circles.many scholars have proved that the country-of-origin effect of brands can affect consumers’ attitudes towards brands in the field of international marketing,.A lot of research from the angle of the researchers to build source effect at present,and then further explore origin effect and the relationship between consumer’s attitude toward the brand,but less from the perspective of consumers as a whole to explore the cognitive dimensions of brand origin,nor integrating consumer attitudes to the brand assets,thus lack of source of effect and to explore the relationship between brand equity,it provides the research train of thought for this article.Moreover,the current research lacks an understanding of the country-of-origin effect of brands in special and critical consumer environments.Especially on the Internet and globalization,the spread of negative information and negative word of mouth are more likely to cause consumer attention,negative information than positive information to consumers tend to influence is bigger,such as company’s competency-based negative information,loss of the ability to the product itself caused by product defects,consumers often because of the attribution of responsibility will blame on negative information enterprises,to have a negative impact on brand assets.This requires a deeper understanding of the relationship between the country-of-origin effect and brand equity when the company is involved in negative energy information.Enterprises should grasp the psychological mechanism of consumers in this case,so as to make positive use of these connections when negative information happens to enterprises,so as to mitigate negative consumer reactions,so as to establish a good image of the country of origin for localbrands and provide guidance for international enterprises to make use of the advantages of the country of origin.This study mainly discusses how to influence consumers’ attitude towards attribution of responsibility and brand equity after the occurrence of negative information of energy type in enterprises through sorting out the literature,,and how to stereotype the ability and warmth of the country of origin effect of brands.Firstly,this paper reviews the literature on brand equity,country of origin effect,negative information and attribution of responsibility.Secondly,by taking ability and warmth as independent variables,introducing responsibility attribution as intermediary variable and brand equity as dependent variables,a theoretical model of country effect of brand origin and brand equity and responsibility attribution is constructed,and the hypothesis relationship of this study is proposed.The hypothesis relation of this study is put forward.Then the questionnaire was designed according to the measurement scale,and then SPSS21.0 software was used to carry out pre-test analysis of the pre-survey data.After the questionnaire was collected,SPSS21.0software and AMOS24.0 software were used to analyze and verify the formal measurement data and summarized through quantitative analysis,so as to put forward marketing management suggestions for the company to deal with the negative energy information,and provide theoretical basis for the brand management of the company.The main conclusions of this paper are as follows.When an enterprise has negative energy information:(1)The ability dimension and warmth dimension of the country of origin of the brand positively affect the brand equity dimension of the company’s products;(2)The warmth dimension of the brand’s country of origin effect is responsible for the attribution of influence;(3)Liability attribution negatively affects brand equity;(4)The responsibility attribution part mediates the relationship between warmth and brand equity.Finally,based on the above data analysis and conclusion,this paper deal with thenegative impact of the negative information on the enterprise for the enterprise,and establish good source image and puts forward some marketing strategy,so that the researchers and businesses to source more in-depth understanding of the brand consumers psychological mechanism of the impact of brand equity,promote enterprise reverse the adverse situation,and take advantage of source,so as to better manage the brand and marketing planning.