老字号真实性对品牌延伸评价的影响机制研究  

Influence Mechanism of Timed-honored Brand Authenticity on Brand Extension Attitude

作　　者：徐伟[1] 汤筱晓 XU Wei;TANG XiaoXiao(School of Business Administration,Anhui University of Finance and Economics,Bengbu 233030;College of Business,Shanghai University of Finance and Economics,Shanghai 200433)

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030 [2]上海财经大学商学院,上海200433

出　　处：《财贸研究》2020年第3期72-80,共9页Finance and Trade Research

基　　金：国家社会科学基金一般项目“传承和创新困境中老字号品牌双元性的构建与实现路径研究”(18BGL116)。

摘　　要：以延伸老字号为测试对象,研究真实性对消费者品牌延伸评价的影响机制。结果表明:老字号自我真实性会对品牌延伸评价产生直接的正向影响,同时可以通过品牌联想和品牌认同对品牌延伸评价施加间接的正向影响;老字号原真实性和建构真实性可以通过品牌联想对品牌延伸评价产生间接的正向影响。从真实性视角探讨老字号传承对其品牌延伸的影响,结合品牌联想和品牌认同揭示真实性影响品牌延伸评价的过程机理,为老字号长期品牌管理提供了新的思路。Taking time-honored brands as test brand,this paper studies on influence mechanism of brand authenticity on consumers’brand extension attitude.The empirical studies show that self authenticity of time-honored brands not only have a positive effect on consumers’brand extension attitude directly,but also influence it indirectly through brand associations and brand identity.The original authenticity and constructive authenticity have positive effect on consumers’brand extension attitude indirectly through brand associations.This paper discusses the influence of the time-honored brands inheritance on brand extension from the perspective of authenticity,and reveals the influence mechanism of brand authenticity on brand extension attitude by virtue of brand association and brand identity,which provide new ideas for long-term brand management of time-honored brands.

关 键 词：老字号 真实性 品牌延伸评价 品牌联想 品牌认同 自我概念一致性 

分 类 号：F270[经济管理—企业管理]