Types Of Cue And Mechanism Of Perceived Brand Authenticity In Time-honored Brand Restaurants

The time-honored brand restaurants have a long history and its reputation is better known.The traditional craftsmanship and unique cultural heritage are taking an important content of the Chinese nation tradition culture,and also having valuable intangible assets.Then,under the influence of the contemporary market economy,many time-honored brand restaurants' situation is not optimistic,and difficult to compete with modern restaurant management mode,thus become a "stumbling block" on the road of development and prosperity of its.Therefore,how time-honored brand restaurant solve its problems during developings and provide valuable suggestions for its future development is extremely important.Throughout the past research on time-honored brand restaurant,the vast majority of its brand cultivation,innovation management,experience marketing,etc.,puts forward the theoretical significance of guidance advice.There are also some scholars turned to use theory clues,and made some related research.Clues to use theory are often used to study consumer behavior,consumer through the clues of information,of a brand or product and so on omni-directional cognition and change of the consumption psychology and different extent.But few scholars use the clues theory applied to the time-honored brand restaurant authenticity perception.Most of scholars focus one the theoretical and practical significance on the reality of time-honored brand restaurant but neglected to specify the time-honored brand.And also the perspective of consumers and the concrete analysis of consumers' perceptions of authenticity of time-honored brand restaurant clues.According to the customers' online reviews of time-honored brand restaurants gathered from Public Reviews Web site in China,and based on the Authenticity Perception Theory and Cues Theory,this empirical study explores the types,characteristics and mechanism of perceived brand authenticity clues of the time-honored brand restaurants.To verify it,the study analyses the data of online public reviews and builds the semantic network and social network by mining high-frequency words of time-honored brand restaurants with ROST CM software.The Research releases that: perceived brand authenticity clues of the time-honored brand restaurants consist of 4 key categories: perceptual experience clues,value perception clues,culture memory and nostalgia emotion clues.It further explores into structural relationship between the main categories of time-honored brand restaurants and its mechanism.Theurpose of the study is to provide some theoretical basis for building a complete evaluation model and marketing strategies of Chinese time-honored brand restaurants.Innovation point of this article is combining authenticity perception theory and clues to use theory,using the grounded theory research methods and ROST software making a lot of evaluation of the classification of text.This paper is cocluding the specific clues to the type and characteristics of the time-honored brand restaurant consumers perceive the authenticity and according to the relationship between each other,build up old authenticity perception model structure.From the point of view of practical significance,including Wang Xinxin,most scholars proposed the authenticity of the connotation,through empirical research,analysis of time-honored brand authenticity on consumer purchase intention such as consumer behavior,few scholars probe into the main part of time-honored brand restaurant perception of authenticity.The results of the article are exploring the time-honored brand restaurant authenticity perception clues of specific category and mechanism of action,and providing some guidance to the time-honored brand restaurant management.During the development of time-honored brand restaurant,to maintain its "original" is especially important,according to the characteristics of consumers perceive the authenticity of the type specifically,designed marketing activities is better to improve consumer purchase intention.