The Research On The Effect Of Qld Brand External Cues On Consumer’ Purchase Intention

The Old Brand which is a kind of special business groups that is retained in the course of China’s economic development has played a very important role on China’s economic development and revitalization of the boom. However, for the current situation in our country, a series of problems have gradually highlighted on the development road of Old Brand, therefore, it seems particularly important to find the "crux" arising in the course of its development and provide a reference proposal for the development.Judging from the current academic research, most of scholars have studied the Old Brand to put forward some theoretical guidance mainly through the proposed brand communication, innovation management, cultural integration and marketing strategies. However, many scholars have interested in the external cues and do some research on it. Clue is an availability index for consumer to evaluate the brand, product and service, by collecting clues information, consumers can fully understand the internal and external attributes of the product or brand, creating a certain psychological reactions. But the combination of these two key words, there is little scholars pay attention to the impact of external cues on the Old Brand’s consumer brand trust and purchase intention. With the help of environmental psychology classic S-O-R model, the paper try to explore the special external clues of the Old Brand on how to affect consumer purchase intention via this intermediary variables of brand trust and check whether there is regulation of the nostalgic tendency affecting on external cues and brand trust. This paper is based on the full study about the scholars’ findings to find out the possible direction and space of development, determine the variables and establish research model and assumptions, used questionnaires and SPSS19.0statistical software for the245valid questionnaires were obtained to conduct empirical analysis, testing underlying assumptions and draw conclusions. In this paper, empirical studies have concluded as follows:(1) The longevity and the image of the origin as two pairs of the Old brand’s external cues have a significant positive impact on consumer’s purchase intention. That is the longer longevity of the old brand, the better the image of the origin, the more consumers are willing to buy the old brand’s products. The significant positive effect relationship does not exist between the brand story and the willingness of consumers to purchase.(2) There are significant differences of the dimensions of brand trust compacting in the extent of an intermediary role between the external cues longevity, the image of the origin, brand story and purchase intention. As it can be seen from the statistical analysis of data, external cues longevity and the origin of the image of trust affect on consumer purchase intention through the mediating variables of brands and different external cues impact on the willingness of consumers to buy products through different dimensions of the role of brand trust, the impact of longevity on purchase intention vias integrity, trust, but not through friendly relation while the impact of the image of origin on consumer purchase intention vias brand trust in the integrity of the trust, confidence and ability to trust and friendly relation; there is no intermediary role of brand trust between the brand story and purchase intention.(3) Nostalgic tendency between old brand external cues and consumer trust in the brand has significant regulatory role, and this relationship is a positive adjustment to strengthen the role. The higher consumer nostalgic tendencies, external cues positive effect on brand trust also greater.The innovation of this study is mainly reflected in two aspects:Firstly, in perspective, previous papers usually study at the aspects of "innovation","brand value","intellectual property","brand culture","brand management","development strategy","brand marketing","brand strategy" and "brand competitiveness". The paper breaks the previous research perspective and begins from old brand-specific external cues and studies the external cues based on the unique attributes of The Old Brand to know the influence on consumers’ purchase intention, and its specific impact mechanism. The paper put the consumer’s nostalgic tendency to emotional characteristics as an adjustment variable to study the regulation of external cues and brand trust.Secondly, previous scholars study old brand major appling the theoretical knowledge of marketing, consumer psychology, brand management, etc. To the S-O-R theory of environmental psychology, although it is applicated many times in research of brand or product, but few scholars include it in the study of old. The paper applies the S-O-R of environmental psychology theory to study of the Old Brand, learning from Bagozzi (1986) on the S definition:broader environmental stimuli that S represents the environment for consumers individual brings to stimulate all the "information" and the brand’s external cues (longevity, origin and brand story) introduced this model, the corresponding validation studies.