Research On The Formation Mechanism Of The Authenticity Of Time-Honored Brand

Time-honored brand is a special existence in the business category.In the long river of history,Time-honored brand need to retain emotional elements and continue to innovate in order to flourish.The issue of maintaining the old elements and injecting new elements has always been the focus of academic circles.Some scholars try to solve this problem based on the perspective of authenticity theory.Although there has been a lot of research on the authenticity of brands,there are few studies on managers' perceptions of authenticity and consumer and managerial cognition,but the literature has confirmed authenticity for all stakeholders.It is very important.Based on the theory of brand authenticity,this paper studies the perception of brand authenticity of consumers and catering old inheritors from the perspective of objectivism and constructivism,and uses their grounded theory to study their formation mechanism of authenticity and compare them.The perspective of both.The study found that:(1)the formation of consumers' authenticity is a process of experience.They are objective reality and constructive reality and combination before consumption,and they form real and post-consumer reality in consumption;(2)inheritors The objective authenticity is formed in the objective antecedent of the history and predicament of brand development.In the process of brand development,there are internal and external conditions and forms to construct and manage brand authenticity and innovation of brand authenticity.(3)The two are similar in terms of objective reality and partial construction.Due to the difference in position and life background,there is a difference in the perception of authenticity between the two(formation reasons,results,influences,etc.).The difference between this study and the past is that brand authenticity does not always have a positive impact.Consumers may not adapt to the local food culture and cause cultural conflicts,resulting in a negative impression of local culture or diet.However,this negative effect is more common in tourists and outsiders,and has little impact on local residents.Secondly,this paper adds the perspective of the inheritors and compares and analyzes the perspectives of both parties.As the provider of brand authenticity,the Time-honored brand has played a key role in the construction of brand authenticity.Therefore,for the activation of the Time-honored brand,it requires a lot of efforts to achieve it.The conclusions of this paper have important theoretical and practical significance for the brand activation of the old brand name and the brand decision of the Time-honored brand.