Abstract：During everydaylife comsuption, stigma of highend brand is becoming a common phenomenon However, the research of this phenomenon still has gap This article focuses on the stigma phenomenon of highend brand, and takes two examples of famous Chinese white spirit brands —Moutai and Wuliangye It discusses “who” easily tends to stigmatize the highend brand of psychological characteristcs and psychological mechanism through two researches(questionnaire and experiment) The results show that (1) Relative deprivation has significant positive influence on the stigma of highend brand The stronger of consumers’ relative deprvation, the easier to tend to stigmatize the highend brand(2) Power distance has significant positive influence on the stigma of highend brand Consumers who have high power distance are easy to stigmatize the highend brand(3) Jealousy psychology to highend brand users has mediating effect on relative deprivation and power distance and stigma of highend brand Based on above conclusions, we discuss how companies destigmatize, so as to provide beneficial reference for companys’ brand image management.
王长征，杨文 . 谁在说葡萄酸? 相对剥夺和权力距离对高端品牌污名化的影响研究[J]. 管理研究, 2016, 12(2): 111-.
Wang Changzheng,Yang Wen. Who Says Grape is Sour? The Effect of Relative Deprivation and Power Distance on Stigma of Highend Brand. JOURNAL OF MANAGEMENT RESEARCH, 2016, 12(2): 111-.