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论文编号：	11842
作者编号：	2120182969
上传时间：	2020/6/22 18:03:24
中文题目：	老字号真实性对其品牌资产影响机制研究
英文题目：	Research on the influence mechanism of the authenticity of time-honored brands on their brand equity
指导老师：	刘建华
中文关键字：	品牌真实性；老字号；品牌资产；品牌信任；产品涉入度
英文关键字：	brand authenticity; Time-honored brand; Brand assets; Brand trust; Product involvement
中文摘要：	我国作为世界第二大经济体，有全球影响力的品牌却寥寥无几，品牌发展严重滞后，成为经济发展的短板，作为制造业灵魂的老字号品牌，是推动中国经济发展的重要引擎，近年来受到中国政府的高度重视。然而，在如今竞争异常激烈的市场环境下，曾经辉煌的老字号企业目前老化现象十分突出，品牌资产流失严重，复兴老字号品牌刻不容缓，是中华民族的重要任务。 品牌资产作为品牌经营的核心和关键，是企业非常重要的无形资产，能形成竞争者难以模仿的优势，是企业创造经济价值不可缺少的一种资源。学者们围绕老字号品牌资产的影响因素展开了讨论并得出丰富的成果，包括怀旧文化视角、创新视角、品牌管理视角等，但鲜少有学者从真实性视角研究老字号品牌资产建立和提升问题。真实性是老字号的“立老之本”，是老字号长期品牌管理的新思路。因此，经过理论回顾和文献研究，本研究从真实性视角出发，建立了老字号真实性对其品牌资产的影响机制概念模型，并探究品牌信任和产品涉入度在其中发挥的中介作用和调节作用，从而打开真实性作用过程的“黑箱”。为验证模型，对中华老字号主要消费群体进行调查，并利用 SPSS 19.0对回收的有效问卷数据进行信效度检验、相关性检验以及回归分析，得到以下结论：老字号真实性及其构成维度正向影响老字号品牌资产；品牌信任在老字号真实性和其品牌资产的关系中充当中介变量；产品涉入度负向调节老字号真实性对品牌信任的影响。 本研究不仅拓展了品牌真实性结果变量的研究，丰富了相关理论，还为老字号品牌资产的研究提供了一个新的理论视角。这也应是我国老字号研究的一项新课题。最后，本文为老字号品牌建设和品牌资产提升提出一些可操作的建议，帮助解决老字号老化问题，促进中国优秀传统文化的弘扬与发展。
英文摘要：	As the second largest economy in the world, China has few brands with global influence. Brand development lags behind seriously, becoming a shortcoming in economic development. As a long-established brand of the soul of the manufacturing industry, it is an important engine for promoting China's economic development. It is highly valued by the Chinese government. However, in today's extremely competitive market environment, the aging phenomenon of the once glorious old-brand enterprises is very prominent, the loss of brand assets is serious, and the revival of old-brand brands is an urgent task for the Chinese nation. As the core and key of brand management, brand equity is a very important intangible asset of an enterprise. It can form an advantage that competitors can hardly imitate. It is an indispensable resource for enterprises to create economic value. Scholars have discussed and influenced the influencing factors of old brand equity, including nostalgic culture perspective, innovation perspective and brand management perspective, but few scholars have studied the establishment and promotion of old brand equity from the perspective of authenticity. Authenticity is the "foundation of the old" of the well-established brand, and is a new idea of ??long-term brand management of the well-established brand. Therefore, after theoretical review and literature research, from the perspective of authenticity, this research established a conceptual model of the mechanism of the influence of the authenticity of established brands on its brand equity, and explored the intermediary and regulatory role of brand trust and product involvement. , Thus opening the "black box" of the authenticity process. In order to verify the model, survey the major consumer groups of China Time-honored Brands, and use SPSS 19.0 to perform reliability and validity tests, correlation tests, and regression analysis on the valid questionnaire data recovered, and the following conclusions are obtained:The authenticity of the time-honored brand and its constituent dimensions have a significant positive effect on its brand equity;Brand trust plays an intermediary role in the relationship between the authenticity of the time-honored brand and its brand equity;Negative adjustment of product involvement affects the authenticity of established brands on brand trust. This research not only expands the research on brand authenticity outcome variables and enriches related theories, but also provides a new theoretical perspective for the research of established brand equity. This should also be a new topic in the study of China's established brands. Finally, this article puts forward some practical suggestions for the establishment of old brands and the promotion of brand assets, helps solve the problem of aging of old brands, and promotes the promotion and development of China's excellent traditional culture.
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