A Review of Research on the Impact of Crossover of Time-honored Brands on Consumer Brand Attitudes

Abstract

As consumers' sense of national cultural identity and self-confidence increases, they also focus on time-honored brands. However, due to insufficient brand marketing, they face the problem of brand aging. With the advent of the digital economy, brand crossover has become one of the essential marketing channels for revitalizing time-honored brands. Still, consumers have different attitudes toward their crossover behavior. An in-depth study on the path and mechanism of the influence of crossover of time-honored brands on consumers' brand attitudes is of great significance for time-honored brands to choose the appropriate crossover objects and methods. However, there needs to be more systematic research on the influence of crossover behavior of time-honored brands on consumers' brand attitudes in the local Chinese context. This paper uses consistency and difference theories to sort out the inheritance and innovation of the revitalization of time-honored brands in the context of brand crossover, improve the relevant research in the field of brand crossover, and provide reference and practical inspiration for the crossover marketing of time-honored brands.