Research On The Mechanism Of Nostalgia Cultural Assets In The Long-established Enterprises To Brand Influence

As the important carrier of national and traditional culture, Time-honored Brand enterprises have good corporate reputation and image. Their brand are valuable business asset with distinctive ethnic characteristics. But many old brands are experiencing the embarrassing situation now which is in stagnation and the edge of bankruptcy under the impact of economic globalization and the knowledge economy. More than ninety percent of old brands come cross hard operating difficult,only ten percent of these brands achieve good operating performance. Old brands are generally faced with the plight of the fall of brands and the loss of the brand influence. Restoring or enhancing the brand influence and achieving brand regeneration have currently become the most pressing topics and tasks. On the other side, Along with social economy development, the increasing social pressure, the rising nostalgia wave and the stronger nostalgic elements and emotions, nostalgic consumption has gradually entered into people’s lives. Many scholars proposed research approach and suggestions that could stimulate purchase intention and support brand promotion. The research about the combination between nostalgia and old brands have also draw more and more attention of scholars.This article will bring the research of nostalgia into the field of corporate culture and asset management and the new concept of nostalgic cultural assets is first presented. Then the author classify the nostalgic cultural assets through summarize and reviewing results of previous studies so that we can build the specific theoretical model about the impact of different types nostalgic cultural assets on brand influence and propose the research hypothesis between the nostalgic cultural assets, nostalgic strength, brand trust and brand influence. More specifically, this article will divide the nostalgic cultural assets into three dimensionality: nostalgic cultural assets of product, nostalgic cultural assets of service, nostalgic cultural assets of identity, then we will judge the direct relationship between the three parts of nostalgic cultural assets and brand influence and the indirect relationship mentioned above after added the nostalgic strength and brand trust. Also we will collect the data through questionnaire inquiry and draw a conclusion after we use SPSS software to test and correct the model and hypothesis. Finally, we put forward recommendations and managerial implications based on the conclusions.We draw the following conclusions through research analysis:(1) The three dimensions of nostalgic cultural assets play a role in brand influence throughthe nostalgic strength and brand trust(2) The correlation between the three dimensions of nostalgic cultural assets,nostalgic strength and brand trust has existed difference in degree.(3) The three dimensions of nostalgic cultural assets have different influence on brand influence.(4) The managerial implications have been put forward based on the study above.