Awareness Or Authenticity?

The Chinese time-honored brands are the brands that embodied our national characteristics and are the wealth of the Chinese national tradition.Compared with general brands,they have their own unique precious characteristics.Since reform and opening up,along with consumer market economic development,most of the old brands due to many management problems,got into trouble.However,some of them adjusted strategy to seize the opportunities and developed rapidly.But as the development of the Chinese time-honored brands,some new problems have arisen.The making crafts of them are identified as intangible cultural heritage.The old brands are relying on the intangible cultural heritage to exist and develop.The authenticity is the core of the inheritance of intangible cultural heritage,as well as an important element of brand development for a long time.But some Chinese time-honored brands in the chain-like management,pay attention to the rapid popularization of value through the brand to raise awareness and ignore the brand authenticity,the brand authenticity is in doubt.Aiming at this phenomenon,using questionnaire survey method,the thesis takes GuiFaXiang brand for example.From the perspective of brand awareness and authenticity,we research on the influence of them to the consumer purchase intention.Thesis has shown that brand awareness and authenticity impact on purchase intention both,this positive effect will be stronger through the intermediary role of brand attitude.The influence of authenticity to brand attitude is bigger,and the influence of the awareness to the purchase intention influence is bigger.Self-brand connection has a positive moderate effect on the process of authenticity to the brand attitude has a regulation.But it doesn't play a role in the process of awareness to brand attitude.Meanwhile,the thesis finds that,compared with out-group,Tianjin local consumer purchase intention of GuiFaXiang brand and self-brand connection are more stronger.Innovation point of this thesis is that we link authenticity with the long-term development of the Chinese time-honored brands drawing lessons from the important role of it in the process of intangible cultural heritage.Comparing with the awareness,we prove that brand awareness has an important influence to affect consumers'purchase intention.It is crucial to the formation of consumer brand attitude about Chinese time-honored brands.Through the mediating role of brand attitude,brand authenticity impacts on purchase intention,it provides another path for the benign development of Chinese time-honored brand.The practical value of this thesis is that the results clarify the important role of brand authenticity in Chinese time-honored brand management.For the managers,it provides some suggestions that in the process of brand development,they must keep the brand authenticity.They should use marketing propaganda to promote brand authenticity in order to stimulate consumer positive brand attitude and improve consumer purchase intention...