An Empirical Study On The Influence Of The Time-Honored Brand Personality On Brand Equity

China Time-honored Brand is the most traditional enterprises, relying on its unique business model and brand culture development, and with the word of mouth as the main mode of transmission formed his profound brand forces, became an important carrier in early China economy However, in the new economic era, the time-honored brand is facing the hitherto challenges, brand equity atrophy phenomenon is very serious, part of the time-honored brand or even went bankrupt, so how to realize the time-honored brand rejuvenation, enhance brand equity has been imminent.The brand personality and brand equity theory is more researched and is relatively mature theoretical system of brand theory.In practice, many enterprises at home and abroad have carried out extensive application and achieved significant results. However,the time-honored brand as the local most traditional enterprise, the academic research on brand personality and brand equity are not many, especially the researches on the path of the influence of brand personality on brand equity is less and less. Therefore, this paper tries to dig its own brand personality to effect on brand equity to promote the consumer brand loyalty and brand equity enhancement.Based on summarizing and reviewing the brand personality and brand equity theory of relevant literature, the time-honored brand personality divided into elegant, intellectual, moral,pure and ancient the five dimensions, the time-honored brand equity divided into brand association, perceived quality and brand loyalty the three dimensions, and taken the five dimensions of brand personality as variables, brand Association and perceived quality as intermediary variables, brand loyalty as the dependent variable to build the theoretical model. Through a questionnaire survey and analysis of the collected252effective questionnaires with the statistical software SPSS, draw the following conclusions:(1) the time-honored brand personality of elegant, intellectual and moral have a significant positive effect on brand loyalty; and the pure personality has no significant effect on brand loyalty, and the ancient personality has a significant negative effect on brand loyalty.(2) the brand association and perceived quality have a significant and positive influence on brand loyalty.(3) the time-honored brand association and perceived quality is the intermediary role in the part of the personality of the brand impact on brand loyalty effect. Finally, according to the conclusion of the study and points out how to use the brand personality to improve the brand loyalty and brand equity, and the problems emerged in the research and the study of the possible future space made statements and instructions.