老字号建构真实性对品牌忠诚的影响——怀旧倾向与品牌认同的作用

The Influence of the Construct Authenticity of Time-Honored Brand on Brand Loyalty—The Role of Nostalgic Tendency and Brand Identity

摘要: 老字号品牌依托历史文化记忆和地域特色形成了深厚的品牌力量，作为市场曾经的领导者，在我国经济发展进程中起到了重要作用。然而随着市场上新技术、新产品、新品牌的不断出现，老字号在激烈的竞争市场中优势渐失。如何维持竞争优势、摆脱老化危机，是老字号企业不得不面对的问题。本文从品牌真实性视角出发，以老字号建构真实性作为自变量，将品牌认同当作中介变量，将老字号的品牌忠诚度假设为因变量，引入调节变量消费者怀旧倾向，建立老字号建设研究模型。研究表明老字号建构真实性与品牌认同、品牌忠诚正相关，品牌认同在老字号建构真实性与品牌忠诚间存在中介效应，消费者怀旧倾向正向调节品牌认同。

Abstract: Relying on historical and cultural memory and regional characteristics, time-honored brands have formed profound brand strength. Time-honored brand is a part of business and a unique phenomenon formed in the process of brand establishment. However, with the continuous emergence of new technology production process, new brands and new products in the market, time-honored brands are losing their advantages in the fierce competitive market. How to maintain competitive advantage and get rid of aging crisis is a problem that time-honored enterprises have to face. This paper starts from the perspective of brand authenticity, sets up a research model and proposes a hypothesis with the authenticity of time-honored brands as the independent variable, brand identity as the intermediary variable, brand loyalty of time-honored brands as the dependent variable, and consumer nostalgia tendency as the regulating variable. The research results show that the authenticity of time-honored brands is positively correlated with brand identity and brand loyalty; brand identity has a mediating effect between the brand construction authenticity of time-honored brands and brand loyalty, and consumers’ nostalgia tendency positively adjusts brand identity.