Yuxin Wu

With continuous expansion of the team of private entrepreneurs in Zhejiang Province, strengthened economic power of private entrepreneurs and improvement of their comprehensive quality, the methods of political participation by private entrepreneurs in Zhejiang Province is also continuously enlarged. Political participation is mainly reflected in the three methods of institutionalization, de-institutionalization and non-profit participation. At present, political participation of private entrepreneurs in Zhejiang Province has three characteristics, namely, strengthened political participation consciousness, utilitarian motive of political participation and limited functions of political participation

Drawing on the social exchange theory, this study adopted a cross-level framework to investigate the influence of consumer group communication on consumer product image perception and brand memory. In addition, this paper examined the moderating role of consumer group involvement in the cross-level relationship between consumer group communication and consumer product image perception. Based on a sample of 116 groups and 530 consumers, results revealed that consumer group communication has a significant positive influence on brand memory formation across levels. Consumer product image perception plays a cross-layer mediated role between consumer group communication and brand memory. Group involvement plays a cross-level negative moderating role between consumer group communication and consumer product image perception, and moderates the mediating role of consumer product image perception between consumer group communication and consumer brand memory across different levels. Finally this paper discussed implications for research and practice.