Research On The Effect Of China Time-honored Brand Heritage On Consumer Perceived Quality And Purchase Intention

Through the wind and rain,only more than 400 China time-honored brands survived after just a few decades,most of them have died out due to poor management.The core problem of the old brand is aging,so how to activate China time-honored brand becomes the research hotspot.At present,scholars have studied the two aspects of the nostalgic wake and the nostalgic implantation,and proposed the method of brand activation.Based on the theory of the clues,this study aims to find the factors which will enhance consumer purchase intention,and puts forward the relevant influence of the old brand heritage as the external leads,to investigate its influence on consumer perceived quality and purchase intention,which also makes up related research of the old brand activation.In this thesis,we introduce the concept of brand inheritance and construct a theoretical model based on the brand heritage,and introduce the product involvement as the adjustment variables into the model.This research focuses on the important role of brand heritage and Sinicizes the scale of brand heritage.We collected 389 valid samples through questionnaires and after confirmed the reliability and validity,we got the following conclusions through data analysis:Firstly,as the unique external cues of a China time-honored brand,brand heritage is the important antecedents to enhance consumer’s perceived quality.Also,brand heritage can enhance the degree of brand identification of time-honored brands which can transfer the signal of true and reliable quality assurance to consumers.Secondly,brand heritage has a positive effect on consumer’s purchase intention.The higher brand heritage a time-honored brand conveys,the higher value consumers can perceive.The familiar degree,the rich cultural connotation,the consistent product quality and the continuity of the management of a time-honored brand convey the true and reliable signal to consumers all the time.Brand heritage can affect the purchase intention through the impact of consumer’s perceived quality,and the perceived quality plays a part of the intermediary role in this impact.Thirdly,the degree of product involvement is positively regulated by the brand inheritance to the consumers’ perceived quality and purchase intention.