老字号品牌情感认知与消费者怀旧倾向测量  

作　　者：孙明贵[1] 

机构地区：[1]东华大学旭日工商管理学院

出　　处：《企业经济》2014年第9期5-8,共4页Enterprise Economy

基　　金：中航集团广义虚拟经济研究专项"广义虚拟体验环境下群体怀旧的形成机理及其消费行为研究"(批准号:GX2011-1008(Y));国家社会科学基金项目"区际产业转移及其对区域经济关系的影响"(批准号:10BJL044)

摘　　要：怀旧情感是老字号品牌的独特资产,是老字号品牌再生的重要基础。本文将老字号品牌的形象性、信誉性、历史性和文化性四个方面作为老品牌怀旧情感认知的四个维度。量表调查发现,历史期限、文化内涵对怀旧认知影响显著,而功能质量、外在形象略低。对青年消费群体而言,老字号的外在形象测量结果最低。因此,简单打"怀旧牌"不能完全支撑老字号品牌的市场回归,老字号品牌怀旧营销需要更多的创新策略。nostalgia is a unique asset, is also an important basis on the regeneration of the old brand. This paper establishes a theoretical framework, which image, reputation, historical and cultural in four areas of brand as the four latitude old brand of nostalgia emotional recognition. According to Scale survey, it points out that historical period and cultural connotations, two factors which nostalgia cognitive has significant, however, functional quality and the external image is shghtiy lower. Furthermore, Young consumer groups, the external image of the old brand measurements to a minimum. Therefore, the results provide simply hit the ＂nostalgia card＂ cannot fully support the old brand of market return, nostalgic of old brand marketing requires more Innovation strategy

关 键 词：老字号 品牌认知 怀旧倾向 

分 类 号：F713.5[经济管理—市场营销]