| Survival and development of "Laozihao" brand enterprise demonstrates that nowthere is an urgent need to activate "Laozihao" brand equity, in its turn brand innovationstrategy will effectively enhance the competitiveness of "Laozihao" brand. First of all,this research emphasizes that "Laozihao" brand has its unique brand qualities, thereforewe start to investigate "Laozihao" brand revitalization in terms of influence exerted byLaozihao" special factors; Secondly, due to dynamic change of market and brandenterprises, if "Laozihao" brand continues to adhere to the past practice, it may not getconsumers’ further recognition. Therefore, this study also considers brand factors andobserves what role they play in "Laozihao" brand revitalization. This study suggests thatthe link between consumer and brand relationship plays an adjusting role in terms of"Laozihao" special factors and brand factors influence on brand revitalization. Throughquestionnaire surveys in universities and interviewing of college students, most of theassumptions proposed in this study have been successfully verified.The innovation of this research has four stand points: First of all, in this studyfactors affecting brand revitalization are divided into three aspects:"Laozihao" specialfactors, brand factors and consumer factors, the current research expanded all theprevious ones where only one factor was selected. Secondly, from the perspective ofsuch three aspects as "Laozihao" special factors, brand factors and link betweenconsumer and brand relationship, this research investigates brand revitalization issueswhich can create a more comprehensive theoretical framework and enhance brandrevitalization research. Third, the link between consumer and brand relationship isintegrated into "Laozihao" revitalization study, thus enriched research on "Laozihao"brand. Fourth, previous research studies were mostly theoretical ones and had notenough empirical research while this study uses empirical research as its importantinnovation. |
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