Abstract
Time-honored brands have profound cultural heritage, a large part of glorious time-honored brands has gradually disappeared from the market. Brand activation is the core of management strategic of brand equity as well as the fundamental requirement of time-honored enterprise recovery. This paper constructs the time-honored brand purchase model and finds that consumers nostalgic psychology for the consumer’s perception and buying behavior has a positive effect.
Highlights
With the development of economic globalization, more and more foreign brands poured into China
Based on two groups of consumers score, we judge the relationship between consumer nostalgia and consumerawareness .We put forward these assumptions as follows: H1a: “Consumer nostalgia” to “Positive Consumer Cognition of Time-honored brand” has a positive effect
Due to the nostalgia on consumers purchase intentions of consumers to be able to make a difference has been confirmed by numerous studies, we put forward these assumptions as follows: H2a: “Personal nostalgia” to “Consumer purchase intentions” has a positive effect
Summary
Time-honored brand refers to the brand management has a long history, with generations of products, production techniques or services have a distinct Chinese traditional culture. They were founded before 1956, achieved wide recognition of society, have a good reputation. With the development of economic globalization, more and more foreign brands poured into China. Because of the lack of brand consciousness and core competitiveness, China's time-honored brand enterprises encountered hard-hit and difficult to continue development. Part of the old brand market share has fallen sharply, even withdraw from the market. China's time-honored brand enterprises face enormous survival crisis
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