The Formation Mechanism Of Consumer National-brand Consciousness

That a large number of “fake foreign goods” and “overseas buying spree" phenomenon all indicate that in Chinese social situations,consumers buy domestic products with low consciousness of desire.This greatly reduced the use of national independent brand and the consumer spending,will produce social purchasing power lost to overseas,it will seriously affect the development of domestic enterprises,the revitalization of national industry and the national economic security.At present,our country is implementing the "manufacturing power" strategy,promote the upgrading of the structure of supply and demand,the development of domestic enterprises,how to improve the Chinese consumer`s National-brand Consciousness under that background,should become a significant proposition,in order to improve the consumption environment of domestic products,expanding domestic consumer market products.National-brand Consciousness is the mapping of national emotion in the consumption field,consumers,with National-brand Consciousness will contact the domestic products and patriotism,protection of national enterprise development together,and contact the foreign products and not patriotism,damage to the domestic economy together,which showed a preference for domestic products and the resistance of foreign products.The existing research mainly used "CETSCALE" to verify the antecedents variables(such as patriotism,social identity,cultural identity and hostility),moderating variables(such as cultural environment,specific events)and control variables(the surface individual characteristics,such as age,education income),which affect National-brand Consciousness and the consequence variables(such as the domestic and foreign brand preference and purchase intention),which was affect by national brand consciousness.The existing research ignored the self-regulation mechanism of National-brand Consciousness and the regulation mechanism of deep individual characteristics(social emotion,implicit personality etc.).That clarifying these issues will help to further understand consumer's psychological activity process of the formation of National-brand Consciousness,and make a contribution to the development of international marketing,at the same time,also has important practical value to guide Chinese consumers' National-brand Consciousness.As the exists of social normative pressure such as the face view and conspicuous consumption,the formation of Chinese National-brand Consciousness means that their attitudes transform from“national-brand prejudice” to “national-brand preference”,and existed the balance of “big-self-small-self-national-brand”.This study puts forward the model of the self-regulation mechanism between the patriotic emotions and National-brand Consciousness and the regulation mechanism of the deep individual characteristics(social emotion;implicit personality,etc.),and their research hypothesis,implementing empirical test by the method of structural equation model.The empirical results are divided into three parts:First,it is “big-self-small-self-national-brand” balancing mechanism on the formation of consumer National-brand Consciousness.national pride,national economic hardship consciousness and national collective self-esteem have a significant positive impact on the "big-self" motivation."big-self" motivation has a significant positive impact on consumers` self-affirmation state and local brand satisfaction and identity,and has a significant negative influence on the face view,conspicuous consumption psychology."big-self" motivation,local brand satisfaction and identity and self-affirmation state have the significant positive effect on the formation of national brand consciousness.Second,it is the regulating effect on social emotion and implicit personality to National-brand Consciousness.The positive social emotion has a significant positive regulation to national pride,national economic hardship consciousness,national collective self-esteem,"big-self" motivation,consumers` self-affirmation state,local brand satisfaction and identity and National-brand Consciousness;at the same time,the positive social emotion still has a significant positive regulation to the relationship between "big-self" motivation,self-affirmation and National-brand Consciousness.Incremental theory of implicit personality has a significant positive regulation to national pride,national economic hardship consciousness,national collective self-esteem,"big-self" motivation,consumers` self-affirma--tion state,local brand satisfaction and identity and National-brand Consciousness,and has a significant negative regulation to the face value and conspicuous consumption psychology;it still has a significant positive regulation to the relationship between self-affirmation state and National-brand Consciousness.Third,it is the regulating effect on individual characteristics.Studies have shown that women's National-brand Consciousness higher than men's significantly.The older consumer is,the stronger National-brand Consciousness will be.civil servants and teachers have a stronger National-brand Consciousness than the other professionals.In addition,there are no effect about monthly income and educational on National-brand Consciousness,due to the small sample size and the uneven distribution of sample data.