Exploratory Research Of Relationship Between Consumer Nostalgia And Trust In China Time-honored Brands

As a basic sensation in human, nostalgia has been paid much attention by many scholars in different areas. Many western learners have studied it in Marketing, especially the influence of nostalgia to consuming attitude and behavior. Nostalgia is meaningful for China time-honored brands, because they all relate to old times. After reviewed the west literatures, I found the nostalgia scale was not suitable for explaining the nostalgia emotion in China. So the purpose of this paper is to develop the nostalgia scale in China using qualitative and quantitative researches. In qualitative research, focus-group method is chose to collect the sentences symbolizing nostalgia sensation in China. And in quantitative research, I design questionnaires to collect data, and then use SPSS software to analyze the scales, to get the best scale.The whole paper includes 5 chapters. The first chapter introduces the background, purpose, meaning and the framework of the paper. The second chapter is literature review. The second chapter is qualitative research and the fourth chapter is quantitative research. The last part of this paper is reference and postscript.