Brand Stigmatization:A Study On The Influence Of Brand New User Stigma On Brand Purchase Intention

In brand management,managers usually adopt positive brand promotion strategy to attract more consumers,achieve the growth of the brand to consumers,but in the process,the brand new positioning or attract consumers tend to have a stigma,Tiffiany new positioning of the gay community,for example,the porsche cayenne new appeal to the "soccer mom" groups,etc.Past research has shown that users of the brand as an important source of brand symbolism can have an important impact on consumers' purchase decision,especially when the users of the brand image consistent with the self-concept,individuals will usually show a higher brand preference,thus when a brand new positioning or appeal to consumers is a stigma groups will affect the original consumer brand partial,even lead to stigma brand,brand dilution and other serious consequences.The effect of this phenomenon has not been studied in depth.In this study,from the perspective of stigma association,the negative impact of similarity on brand new consumers' stigma is discussed by changing individuals' perceived similarity to brand consumers,and the mediating mechanism is further discussed.This study verifies the research hypothesis through the experimental method.In experiment 1,by activating the real brand identity of the subjects,the influence of brand new consumer group's stigma on brand purchase intention and the mediating effect of self-identity threat were tested.Experiment 2reduced self-identity threat by manipulating perceived similarity,weakened the negative impact of brand new consumers' stigma,and again verified the mediating effect of self-identity threat.In experiment 3,the association between stigma and brand symbolism was manipulated through the imagination paradigm and the anchoring of the obese population,and the moderating effect of the association between stigma and brand symbolism was discussed on the basis of testing the main effect.The study found that brand new consumer group stigma has a negative impact on brand purchase intention.In addition,this paper also proves that the threat of self-identity plays an intermediary role in the relationship between the influence of brand new consumer group stigma on brand purchase intention and the moderating role of the influence of perceived similarity.The research in this paper enriches the research on the influence of stigma groups on the consumption of others.Finally,the theoretical enlightenment,management enlightenment and future research direction are discussed.