The Effect Of Self-construal, Self-concept Connection, Brand Country-of Origin On Consumer Brand Attitude In Negative Information Context

The consumers change or change not their attitude after they watch negative information of the brand. If both of the answers exist, we put on the further question, which factors make consumers change or change not their attitude?If we find the links between these factors, we can forecast effectively how the consumers change their attitude and provide the proof for crisis management.This study aimed at the student sample object .A 2×2×2 three-factor experimental was taken by study , the object of it is to explore the impact of negative information on brand attitude and which are the medi-factors. The independent variable is self-construal, self-concept connection, brand country-of-origin connection, the dependent variable is brand attitude.Method:Questionnaires. Research instrumens include Self-Construal Scale(SCS) by Theodore M.Singelis, Self-concept Connection Scale by Fournier, Brand Country-of-origin Connection Scale, Brand attitude Scale. Repeated Meaures ANOVA are used to test the effect of variables on brand attitudes. The results are those:1. Consumers always change their brand attitude after they watch negative information of the brand, but this change will be reduced while there are a strong self-concept connection or brand country-of-origin connection between consumer and brand. .2.Consumer' self-construal mediate their brand attitude when they watch negative information.