Time-honored Brand's Authenticity,Transparency And Communication Effect

With the development of economy,major brands began to use advertising for brand promotion,so do the time-honored brands.The time-honored enterprises often use the authenticity factor of the time-honored brands to advertise,such as Zhang Yu's slogan of “Legend of Quality,100 Years of Chang Yu”,and Tong Ren Tang's slogan of “Millennium Formula,Centennial Herbs”.Therefore,this article has been inspired to study the relationship between the authenticity of the time-honored brands and the effect of advertising communication from the perspective of the authenticity of the old brand.The concept of the authenticity of the old brand has not yet been unified,but it is generally believed that the authenticity of the time-honored brand is reflected in the fact that the time-honored brands have authentic raw materials,exquisite craftsmanship,and unchanging business names.The authenticity of the time-honored brand is the good quality.It will have a certain influence on the attitudes and behaviors of consumers,and it will be helpful for the expansion of the advertisement commmunication effect.Therefore,the study of the relationship between authenticity and communication effect has certain practical value.Recalling the relevant literature,this article examines the relationship between the authenticity,transparency and commmunication effect of the time-honored brands from the perspective of the authenticity of the time-honored brands,explores the internal connection rules between each other,constructs theoretical models.Through questionnaires,data were collected,software was used for data analysis and processing,and the relevant hypotheses were verified.Finally,the conclusions of the study were obtained:First,the original authenticity and self authenticity of the time-honored brands have a direct and positive influence on the commmunication effect.The time-honored brands originally affected the brand perception,brand emotion and purchase intention.The time-honored brand name self affects the brand emotion.Second,transparency significantly affects the effectiveness of the communication,and transparency affects the consumer's brand sentiment and purchase intentions.And the effect of visibility on the purchase intention is greater than the effect of visibility on brand emotion.Third,the original and constructive reality of the time-honored brand has a significant impact on the transparency.It can indirectly influence the effectiveness of advertising through visual middle variables.Fourth,the innovation can adjust the influence of the original brand name on the visibility.The higher the old brand name innovation is(lower),the weaker(stronger)the relationship between the authenticity and visibility of the time-honored brand name is,and the innovation reverses the influence of the original authenticity of the old font on the transparency.Finally,according to the research conclusions obtained in this paper,opinions and countermeasures are provided for the management practice of the old-established enterprises,aiming at helping enterprises to take corresponding measures to increase the sales volume of products and expand the effect of advertising commmunication so as to realize the brand rejuvenation of the time-honored brands.