The Perceived Motivation Of Entrepreneurs’ Front Stage Behaviors And The Evaluation Of Corperate Brand

Although more and more researchers and professionals agree that entrepreneurs’ front stage behaviors have an important impact on corporate brand image, in order to grasp the essence of the problem, it is better to anlyze the problem from the perceived motivation of entrepreneurs front stage behaviors. Beacause the motivation is the root of behavior.Based on the information processing fluency theory, we anlyze the problem in the framework of assimilation contrast effect and in-group favoristism effect theory respectively. In this paper, independent variables are altruism and egoism motivations, information processing flow as the mediator, and dependent variable is the corporate brand evaluation. In the process, onsumer expectations and consumers-enterprise relationship distance have a significant effect.This paper was divided into four major parts:introduction, literature review, empirical research and the overall discussion. The first chapter was the introduction, which mainly introduced the study issue, the significance of topics, frameworks and methods. The second chapter was the the part of literature review. The party of empirical research was include of third, forth, fifth and sixth chapter. The seventh chapter was about the overall discussion. Bansed on the previous research paper, the conclusions and managerial implications, the limitations and future research directions were discussed.Summary of each chapter was as follows:Chapter I mainly described the study problem, research motivation, and significance of the topic. Speciallylly, company should need to constantly strengthen brand equity, but the expending of brand marketing was more and more high. At the same time, the business leaders were attracted by the public, so it was thought as smart to improve company brand by the behaviors of business leaders. Because motivations were the root of behaviors. This research tried to explore consumer perception motivation of entrepreneurs’front stage behaviors, and exam the effect of consumer perceptions on company brand evaluation.Chapter II mainly sorted out the literature of motivation of entrepreneurs’front stage behaviors. Firstly, we concluded the concept, types and forms of entrepreneurs’ front stage behaviors. Secondly, we mainly analyzed motivation of entrepreneurs’ front stage behaviors from the business leaders’perspective. Thirdly, we mainly analyzed motivation of entrepreneurs’front stage behaviors from the consumers’ perspective.Chapter III based on grounded theory research, this paper defined the constructs of entrepreneurs’front stage behaviors. Firstly, based on online comment of second-hand data, entrepreneurs’front stage behaviors could be divided into six types behaviors. Then this paper discussed consumers’ perception motivation about entrepreneurs’front stage behaviors. These motivations could be divided into nine types, which classified into two categories, altruistic and selfish motives.Chapter IVput forward the basic hypothesis, and through experimental research made a test. Firstly, this chapter put forward the research hypothesizes and compared the effect of the altruistic and selfish motives on consumers’brand evaluation. Secondly, we found that there was a different information processing fluency in the process.Chapter V through the scene experiment tested the moderator of consumer expectations. Although the perception of entrepreneurs’altruistic motivation made more positive effect on brand evaluation, this effect made change on different condition. For example, if the entrepreneurs’behaviors didn’t reach the consumer expect, entrepreneurs’altruistic motivation made more negative effect on brand evaluation than selfish.Chapter VI through the scene experiment test the moderator of consumer-company relationship distance. When consumer felt the distance was shorter, consumer would make in-group preference. In this situation, entrepreneurs’ selfish motivation made more negative effect on brand evaluation than altruistic.Chapter Ⅶ was the genral discussion, which was including two points. One point was that entrepreneurs should make use of their front stage behaviors contingently. When entrepreneurs’front stage behaviors to promote their corporate brand equity. The other point was that the research direction still needing more researcher to study together.