Research Of Influence From Old Brand On Customer’s Purchase Intention Based On Nostalgia Emotion

As the important power of marketing brand economic and necessary carrier of national and traditional culture, old brand has it’s economical, historical and cultural value distinctly. According to recent research, however, more than ninety percent of old brands come cross hard operating difficult. At this moment, the nostalgic storm is coming, nostalgic phenomenon appears in many fields and nostalgia consumption influences people live gradually. Then, based on rich nostalgia set, some old brands want to stimulate consumer’s nostalgia emotion and purchase intention, which seems become new operation strategy.However, actual research shows that this strategy don’t meet its anticipation marketing feedback or even increase it’s brand value though they pay much more attention to inherit and advocate nostalgic element, such as old style for store’s decoration and product’s package. Actually,this strategy may make image aging、conservation impression and innovation or reform blocked, so we get new questions to research as follow.1. Whether nostalgia emotion would influence the customer purchase intention and the degree for that?2. Beside personal characteristic and outside environment, whether the old brand’s element can influence the nostalgia emotion and the degree for that?3. What’s the different among the brand’s nostalgia element for affection on nostalgia emotion?4. What’s the medial function for nostalgia proneness? Or whether the nostalgia marketing can be main marketing strategy?Centering to these questions as well as papers’ research about the old brand and nostalgia marketing, the paper divides the old brand’s element into four dimensions, they are External Imagination, Function Quality, History Period and Culture Background. Then, the author establish model of the influence from the old brand to customer purchase intention based on nostalgia emotion. After this,we get some hypothesis among the four dimensions, nostalgia proneness and purchase intention. At last, the author use the questionnaire to collect figure and get256shares. then,the paper start to Validity and reliability analysis relative and regression analysis and so on.Based on the analysis checking and paper’s researching, we get some conclusions and explanation for the questions very fine. what’s more,we advocate some pertinent and valuable suggestions for old brands to operate their business more strategy.The special point for this research is that we research the new issues from the demonstration aspects and get receivable explains, which has some practical direction meaning for diagnosising the operational problem、referring the international experience and resetting brand strategy for old brand. Off course, this paper have it’s own shortages, such as the sample’s deficient, dimension’s unintegrity. At finally, the paper summarizes the new issues and attention for future’s research.