| As a symbol of Chinese traditional culture,time-honored brands have valuable historical and cultural values and social market economic values.However,with the unified development of domestic and foreign markets and the renewal of consumer culture and marketing means,many time-honored brands once famous all over the country are facing the survival crisis.In view of the development dilemma of time-honored brands,the national government departments have successively launched relevant policies to encourage the sustainable development of time-honored enterprises,but the most critical thing is that time-honored enterprises themselves should find a suitable development path,balance the relationship between inheritance and innovation,and meet the consumption needs of consumers.In order to create a brand image and brand personality that can resonate with consumers,many time-honored brands have produced a lot of humor appeal advertisements called "sand sculpture" and "Wulitou".Most scholars have shown that humor can induce the audience to have a better mood and form a better brand attitude,but the time-honored brands have special cultural attributes,which makes them symbolize the traditional culture of the past,Whether the use of humor appeal in advertising can still produce a good brand attitude has not been discussed by scholars.This study aims to explore three questions:(1)whether there is a difference in brand attitude between humor appeal and non humor appeal in time-honored brand advertising;(2)Whether product involvement,as one of the influencing factors of humor appeal effect,plays a regulatory role in the influence of humor appeal on brand attitude;(3)Authenticity is the unique advantage of time-honored brands.When the audience watches the humorous advertisements of time-honored brands,does the brand authenticity play an intermediary role.The empirical study takes four time-honored brand advertisements(humor appeal)× High involvement and humor appeal × Low involvement and non humor appeal × High involvement and non humor appeal ×A total of 327 valid data were collected.Firstly,the experiment classifies humor appeal and non humor appeal advertisements into a group to verify the effect of consumers’ perception of humorous differences in advertisements on individual brand attitudes when time-honored brands use humor appeal for advertising activities;Secondly,based on the possibility model of fine processing,this paper analyzes the regulatory effect of product involvement on humor appeal;Finally,based on the authenticity theory,the mediating effect of brand authenticity on the impact path of consumers’ perceived humor on brand attitude is measured.The experimental results show that humor appeal advertising can produce a more positive brand attitude than non humor appeal advertising,and the humor appeal advertising of low involvement products can produce a better consumer brand attitude.At the same time,brand authenticity plays a partial intermediary role in the process of humor appeal affecting brand attitude.The research results provide a new perspective for the research on the activation of time-honored brands,make a strong supplement to the influence mechanism of different advertising appeal types on time-honored brands,and promote humorous advertising to play a positive role in the marketing of time-honored brands.Time honored brand enterprises should combine their own product characteristics to produce humorous advertisements that are highly consistent with brand products in advertising activities,give full play to the advantages of humorous characteristics of advertisements,actively guide and enhance consumers’ attitude towards the time honored brand,adhere to brand commitments,enhance consumers’ perception of brand authenticity,and emphasize brand values. |
