Research On The Relevance And Influence Of Time-honored Brands

Time-honored brands used to be market leaders.They formed their profound brand strength based on Chinese traditional culture and played an important role in China's economic development.However,with the change of the market environment,time-honored brands are aging in the fierce brand competition.In order to get rid of the aging crisis,time-honored enterprises are trying to connect consumers with relevance.The academic community has also paid much attention to the brand relevance of time-honored brands.However,it is a new idea to start from the perspective of cultural attributes,brand innovation and brand category.Brand relevance provides an interesting insight into how consumers think about a range of brands and how they choose among them.Brand relevance is a long-term,value-driven relationship between customers and enterprises.By maintaining brand relevance,companies can better attract and connect with customers.Now brand relevance has become enterprises to establish new methods of differentiation core advantage,it aims to maximize the implementation brand core value,and the key to success of brand relationship lies in the choice of the appropriate category or sub-categories development or management,make the competition irrelevant,so the introduction of brand relevance it is necessary to solve the problem of aging of old.From the perspective of brand relevance,this study,through theoretical review and literature analysis,constructs a theoretical model that takes the three dimensions of brand relevance(innovation,usefulness and impulsivity)of time-honored brands as independent variables,brand experience and brand identity as mediating variables,and purchase intention as dependent variables.In this study,AMOS and SPSS software were used to conduct statistical analysis of the data collected by taking consumers of time-honored brands in China as the research objects,so as to investigate the practicability of the model.The main conclusions are as follows:Firstly,the brand relevance scale was developed by referring to a large number of foreign literature,and divided into three dimensions: innovation,usefulness and impulsivity,which provided a theoretical basis for subsequent research.Second,the usefulness of time-honored brands not only directly and positively influences consumers' purchase intention,but also indirectly and positively influences consumers' purchase intention through brand experience.Third,the innovation,usefulness and impulsivity of time-honored brands have a significant direct positive impact on consumers' brand experience,and the brand experience has an indirect positive impact on consumers' purchase intention.The higher the utility of brand experience is,the stronger the positive influence of innovation,usefulness and impulsivity on the purchase intention of time-honored brands.Fourthly,the innovation and impulsiveness of time-honored brands significantly improve consumers' brand identity,but they do not have a positive impact on consumers' purchase intention through brand identity.Innovation and impulsivity significantly improved consumers' brand identity,but brand identity did not have a positive impact on consumers' purchase intention.Finally,this paper puts forward some suggestions on how to use relevance to improve consumers' purchase intention in brand management strategy of time-honored enterprises,and points out the research deficiencies and future research directions.