| Brand equity as an essential business asset,is also a major source of competitive advantage.However,due to various historical reasons in China's time-honored brand enterprise(CTBE),managers had ignored the effective management of brand equity.Especially in the globalized market economy,suffered warfare of domestic and international brand,its situation is very hard.Brand equity of CTBE as a non-renewable and valuable resource,which is a state and national wealth and heritage,we discuss its heritage without delay.With the improvement of the market economy,the competitive advantage between the brands that people are concerned about key points from the simple quality,service to the cultural connotation.Cultural characteristic is a typical brand attribute of CTBE,because it owns the Chinese traditional culture background and the cultural heritage,which are the classic commercial culture and the representative of a particular period of cultural memory in China.From cultural heritage perspective,the CTBE should keep the leader rather than gradually disappear in the market,this paper focus on mining strategic elements of the heritage,so that the old brand need keep forever youth.Brand asset heritage mainly explores the brand management problems in the historic and world-renowned brand.At present,few studies drew attention to the inherent problems of brand heritage assets in the CTBE.China's time-honored brand heritage accumulated several generations of life experience and social features,has a unique historical and cultural memory value and social significance.From the mid-1980 s,nostalgic consumption had risen.When an old brand will become fashion with nostalgic packaging through the consumer culture.Therefore,the special cultural and artistic elements in the old brand will bring back memories of consumers,which could have perceived through nostalgic culture.Brand heritage plays a wake-up and recognition role,and profound impact on the value and meaning of China's time-honored brand in a modern consumer society.In the context,this study extracted key elements of brand heritage assets in the CTBE,that it is very feasible from the perspective of nostalgia culture.Although nostalgic culture is prevalent in real life,in sociology theoretical research,as a concept,and its research stay in the description and explanation of the phenomena.In recent years,the research spread of the multi-disciplinary and introduced to the field of marketing,lack of mining and analysis systematic theory,nor does it systematically explore the connotation and formation of nostalgic culture.In order to increase consumers to buy China's time-honored brand goods,intended to clarify the consumer awareness,and contribute to enriching the China's time-honored brand heritage and management research.Based on the experience marketing theory,detailed analysis of the driving role of cultural nostalgia how to make old brand returned to the consumer market,as well as the research shows that two-way communication consumer perception of cultural nostalgia with cultural characteristics in China's time-honored brand.Cultural heritage cannot be separated from ordinary people,which will focus on consumer,conceding on the new economy of the market.The researcher creates the influence mechanism of nostalgic culture and the China's time-honored brand heritage elements.Among consumer perceived value is divided into the perceived experience value and perception adjourned relations as mediators,as well as product involvement and the Internet information exchange as moderators.This research was launched in four aspects:Firstly,based on grounded theory,we explored dimensions of a nostalgic culture constitution from the literature;Secondly,we selected the appropriate samples,of which are different old brand consumers as the interviewee.Combined with the network and field research in-depth interviewed related information with multi-case content analysis method,from the qualitative analysis of materials and summed up the elements of old brand heritage,and which verify the relationship between nostalgic culture and the elements of old brand heritage;Thirdly,from the perspective of nostalgic culture and China's Time-honored Brand's market,combined with the brand cultural heritage and consumer-brand relationship theory,the research established the influence mechanism of a theoretical model and the related hypothesis.We carefully designed the questionnaire rich and innovate the connotation of existing measurement tools.Finally,with SPSS and AMOS statistical methods,the research used 714 China's time-honored brand consumers' effective questionnaire data for empirical testing.We revealed the nostalgic culture constitutes the dimensions through consumer perceived experience value and perception adjourned relations interact each other,driving the formation path to impact on the elements of old brand heritage.From social psychology,culture and marketing,the intersection of disciplines solves the innovative application of problems with brand heritage theory on the Internet.In particular,a full range of cultural nostalgia,making this study concerned about old brand heritage assets could find more nostalgic cultural elements to attract sustained attention of consumers,with multiple application values.Based on the above research analysis,this study gained the conclusions as following:1)The connotation of nostalgic cultures.In this study,we analyze the related literature in a systematic review.In this paper,we use qualitative methods,of which grounded theory sort out the existing nostalgia research literature to define the dimensions and consitions of nostalgic culture are summarized,so as to define clear features and contents.Among them,nine focus codes(namely,nostalgia for people,things,events,easy to cherish subjects,visual symbols,mass communication media,social orientation,intergenerational inheritance,identity);from the past,now,the future of three time dimension sort out of the three core categories(nostalgic cultural objects,nostalgic cultural carrier,nostalgic cultural function).Therefore,dimensions of nostalgic culture are not separated from each other.Provides the source of knowledge between the theoretical innovation in this research and the corresponding measurement tool is found in follow-up specific variable design.2)It appears that the fundamental factor is in brand heritage assets with nostalgic cultural opinion.According to the core idea of the cultural heritage theory,emphasizing the continuous interaction between people and culture.This study found that nostalgic culture itself has this unique interactive force.Nostalgic cultural objects connect people with old lifestyles in their life,through the nostalgic cultural carrier constantly emerging in real life,with the nostalgic cultural function of cultural heritage effectively extended.The main problem is manifested in promoting the formation elements of brand heritage assets.As the performance of theoretical cultural heritage,cultural exchange between businesses,consumers and their stakeholders.Because general commodity attributes with the increase in the number of years are given the constant "depreciation",and the characteristics of the old brand of merchandise from the date of birth was given a "nostalgia" cultural connotation.According to the theory of consumer culture,the old brand is the carrier of the culture.The interaction between consumers and the old brand of goods from the nostalgic culture will further change the consumer's consumption concept.Based on the theory of brand heritage,this paper explains the inheritance elements of old and famous brand assets of five different regions and industrial enterprises.The CTBE's assets are explained as materialized assists,marked assets and mythical assets,and carried out a unique interpretation.Through empirical research data are used to verify their rationality and reliability.3)This study clarifies the influential mechanism between nostalgic culture and the elements of brand heritage in CTBE.The exceptional status of nostalgic culture in the inheritance of brand assets is realized through the direct influence path under the brand cultural heritage theory and the indirect influence path under the consumer perception perspective.By empirical research shows as following:(1)The consists of nostalgic culture and the old brand heritage elements have significant positive impacts.Among the relationship between the dimensions of nostalgic culture comprises and old brand heritage elements have distinct effects.(2)According to the theory of cultural consumer change,consumer-driven marketing model has become the main trend,and most consumers can be perceived cultural characteristics.The study analyzes dual-mediating effective relationship with the consumer perceived experience value and perceived adjourned relationship.(3)Product involvement plays a negative moderator role between the relationship in nostalgic cultural objects and old brand heritage elements.And which also plays a negative moderator role between relationship nostalgic cultural functions and old brand heritage elements.The role of product involvement in the nostalgic cultural carrier and the brand heritage elements is not significant,so there is no moderating effect between them.(4)In the information era,common sense might also suggest the possibility of the role of the Internet information exchange for customers with each other.When the level of Internet information exchange is high,the influence between nostalgic cultural objects\carriers\functions and the inheritance factors to CTBE is more obvious,and it has significant moderating effect.In summary,this study has some aspects with innovations in the following:First,this research has extended the concept of nostalgic cultural theory.Previous research has suggested the importance of the phenomenon itself associated with nostalgia and culture.The nostalgic culture is explored with the sociological and philosophical significance.In the background of nostalgic consumption and in the field of consumer management practice and theoretical development has become a hot topic,the construction of nostalgic cultural dimension,as one of the core content of the study.It helps explain the rise of nostalgia to enhance the cultural phenomenon of consumers concerned about the old brand.Second,this paper explores the influence mechanism in the composition of nostalgic culture and elements of old brand heritage.In the exploration of the relationship between nostalgic culture and the old and famous brands,consumers in the old brand as the interviewee,we use of open-style and semi-structured interview outline,combined with the network and field research to be investigated in different regions and industries of the old brand enterprises related information with multi-case study.From the perspective of consumers of the old brand,the research used open questionnaires in-depth understanding of the cultural heritage of consumers under the psychological perception of nostalgic culture,mining effectively affects the old brand heritage external factors and interaction.Finally,the theory and practice of this study can be organic combination.Interviews and questionnaires are consumers of the old brand as the object of study.Empirical research in many operational variables can be suggested from old business managers to manage brand equity.Meanwhile,with respect to nostalgic culture,our research can enhance the effectiveness and operational approach of the old and famous corporation and its brand asset heritage. |
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