Time-honored Brands' Authenticity?Word Of Mouth And Purchase Intention

With the development of reform and opening up,internationally renowned brands are constantly pouring into China's consumer market and becoming part of the daily consumption of consumers in our country.Internationally renowned brands have quality products and services,so that the original domestic brand experienced unprecedented intensity of competition,the domestic new brands are also emerging under the new challenge.At the same time,along with the free development of the market economy,the challenges faced by the timed-honored brands in China are also intensified.The aging brand of the timed-honored brands are seriously experiencing serious consumer desires to buy the old brand.The timed-honored brands' names,as inheritable heritage on the Chinese nation's land,have conquered the trust of generations of Chinese people and is a masterpiece made by millions of Chinese people.Chinese-made labels need to be recognized by the world.Under the background that China's brand power needs to be strengthened,we must explore new ways and methods on the road made in China.Therefore,the rejuvenation of the timed-honored brands as the soul of Chinese manufacturing have become an important task shouldered by the Chinese people.However,there are few researches on the rejuvenation of the timed-honored brands at present,and the situation of the timed-honored brands are still struggling.Therefore,it is imperative to rejuvenate the timed-honored brands from a consumer perspective.How to find a way out in the aging crisis of the timed-honored brands have become a consideration for the marketing scholars.problem.Origins of the timed-honored brands,can be enduring,can not do without their word of mouth good word of mouth.Word of mouth communication is the older generation of people's ancient marketing,and this marketing method after thousands of years of enduring,the reason may be that the marketing method has a higher credibility,and word of mouth spread from spontaneous behavior,with No purpose and extensive.Word of mouth communication can effectively enhance the brand influence,help establish a good corporate image,thereby enhancing consumer buying Intentions.Aiming at the aging problem of the timed-honored brands,this article enriches the theoretical results of the relationship between the authenticity of the timed-honored brands and the purchase intention by introducing the discussion of the role of authenticity and word-of-mouth communication on the purchase intention of consumers and the related marketing practice of building the timed-honored brands have important guiding significance.Through literature review,we carried out a detailed review of the authenticity issues and intervened in word-of-mouth communication in the study of its relationship with purchase intention.Therefore,based on the authenticity of the timed-honored brands,this study builds on the authenticity,reputation,self-consistency and consumers' intention to purchase based on the analysis of the theoretical relationship among various factors,using word of mouth as the mediating variable and self consistency as the adjusting variable The relationship between the theoretical model and empirical research on this.The study found:(1)the timed-honored brands' authenticity of the positive impact of consumer purchase intention;(2)The authenticity of the timed-honored brands significantly improves the positive word of mouth of consumers and reduces the negative reputation of consumers;(3)word of mouth spread in the timed-honored brands' authenticity and consumer purchase intention to play an intermediary role;(4)Consistency degree of self-concept of consumers is higher,the authenticity of the old name has a lower influence on the positive word-of-mouth,on the contrary,the stronger.Finally,the article finds some suggestions on how old brands make use of authenticity to increase consumers' purchasing intention according to the research on word-of-mouth communication,and points out the inadequate research and the future research direction.