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论文编号：	13177
作者编号：	1120160816
上传时间：	2022/6/7 10:24:45
中文题目：	老字号真实性感知与顾客参与对品牌资产影响机制研究
英文题目：	The Influence Mechanism of Time-Honored Brand Authenticity Perception and Customer Participation on Brand Equity
指导老师：	许晖
中文关键字：	老字号品牌；真实性感知；顾客参与；品牌资产；怀旧倾向
英文关键字：	Time-Honored Brand; Authenticity Perception; Customer Participation; Brand Equity; Nostalgic Tendency
中文摘要：	老字号是独具中国特色的传统品牌，具有鲜明的文化特征与民族特征。随着我国综合实力的提升，树立文化自信，打造民族品牌的呼声日渐高涨。我国政府先后出台多部法律法规，对老字号品牌的发展予以充分支持。当前，老字号品牌面临的市场环境较为复杂，受“新冠”疫情冲击，整体经济形势并不乐观，未来较长一段时期内，老字号品牌所处市场环境竞争将更加激烈。产品同质化的压力，导致老字号品牌的传统差异化竞争优势不断遭受挑战。在培育新型差异化竞争力的同时，老字号品牌不得不加大对核心真实性的保护。得益于数字技术的进步，目前老字号品牌开始引入大数据与云计算，为应对可能出现的海量复杂信息处理提供了技术保障。另一方面，数字技术还带来了顾客与老字号品牌关系的变革，从原本的二元对立关系演化为辩证统一关系，激发了更多顾客参与老字号品牌活动的意愿。通过虚拟品牌社区等渠道，顾客能够更加深入感知老字号品牌的真实性特征，并及时反馈自身的价值诉求。近年来兴起的中国风、民族风集中体现了顾客对老字号品牌文化属性的价值诉求，成为未来挖掘老字号品牌真实性资源的重点方向。 现有文献对于老字号真实性与品牌资产之间的关系进行了探讨，并且明确了品牌体验在二者之间的中介作用。但是，顾客参与活动是品牌价值创造的重要因素，老字号品牌应当立足顾客视角对有关真实性的主观感知进行深入剖析，并从中探寻老字号真实性感知与品牌资产之间的转化机制。此外，“新冠”疫情的冲击也对传统顾客参与活动产生了较大影响，从线下为主开始逐渐向线上转移，并且出现了直播带货等新式营销手段。基于数字技术的顾客参与还出现了VR场景还原、情景模拟等“沉浸式”品牌体验特征，对传统顾客参与理论形成了挑战。这些技术手段提升了顾客对老字号品牌的感知能力，同时也对老字号的品牌真实性形成了更深的情感联结。但是，受刻板印象影响，顾客对老字号品牌的主观印象较为固化，并且二者之间的情感联结越强，这一刻板印象越难以改变。为此，现有理论需要深化对老字号真实性的认知，在原有功能属性基础上，加入文化属性与情感属性等更深层面认知。现有的品牌意图能动框架为顾客进一步感知老字号真实性提供了理论工具，但是缺乏对老字号品牌文化特征的考量，老字号品牌资产存在相同问题，现有理论无法完全适用于老字号品牌价值的测度，需要对其进行修正与补充。基于上述理论现状，本文研究的核心问题主要聚焦于：老字号真实性感知如何通过顾客参与活动提升品牌资产？ 本文借鉴品牌认知理论、社会认同理论以及刻板印象理论，从老字号真实性感知演进路径以及顾客参与视角出发，采用探索性多案例研究以及大样本实证分析方法，对老字号真实性感知与品牌资产提升之间的逻辑关系展开研究，主要得出以下结论：（1）老字号真实性感知是品牌资产的重要驱动因素，其中客观真实性感知、建构真实性感知以及存在真实性感知对品牌资产均具有显著的正向影响。（2）顾客参与对于老字号真实性感知与品牌资产之间的作用关系具有部分中介作用。（3）怀旧倾向作为情境因素对于老字号真实性感知与顾客参与之间具有正向调节作用，对于顾客参与和品牌资产之间具有负向调节作用。本文将顾客参与理论引入老字号真实性感知研究中，并拓展至怀旧倾向情境，能够弥补已有研究中对顾客主观因素考量不足所造成的理论缺口，同时对老字号品牌制定有效的品牌资产提升策略提供理论指导。 本文的理论价值和创新之处主要包含以下三个方面：（1）基于品牌认知理论、社会认同理论以及刻板印象理论相关研究，构建了“老字号真实性感知—顾客参与—品牌资产”理论模型，探究了老字号真实性感知对品牌资产的影响机制。（2）基于顾客视角界定了老字号真实性感知以及品牌资产的概念内涵与构成维度，拓展了老字号品牌研究相关理论体系。（3）以怀旧倾向作为情境因素，推进了顾客视角下老字号真实性感知、顾客参与以及品牌资产之间关系的情境因素差异化调节作用研究。此外，本文还总结了对管理实践的三方面启示：（1）加强对顾客参与活动的重视程度，并且以老字号真实性感知为先导，挖掘提升老字号品牌资产的相关资源，拓展了老字号品牌资产的提升路径。（2）聚焦老字号真实性感知的形成和发展，重塑老字号品牌在市场竞争中的独特优势，明确了老字号在市场竞争中的品牌定位。（3）关注市场环境与技术条件的变化，打破老字号品牌对怀旧倾向的固有认知，突破了老字号品牌怀旧倾向的情境限制。
英文摘要：	Time-honored brand is a traditional brand with Chinese characteristics, with distinctive cultural and national characteristics. With the improvement of China's comprehensive strength, the voice of establishing cultural confidence and building a national brand is increasingly rising. The Chinese government has issued a number of laws and regulations to fully support the development of time-honored brand. At present, the market environment faced by time-honored brand is more complex. Due to the impact of the "COVID-19" epidemic, the overall economic situation is not optimistic. In a long period of time in the future, the market competition of time-honored brand will be more fierce. The pressure of product homogenization leads to the continuous challenges of the traditional differentiated competitive advantage of time-honored brand. While cultivating new differentiated competitiveness, time-honored brand has to increase the protection of core authenticity. Thanks to the progress of digital technology, time-honored brand has begun to introduce big data and cloud computing, providing technical support for dealing with the possible huge amount of complex information processing. On the other hand, digital technology also brings about the change of the relationship between customers and time-honored brand, evolving from the original binary antagonistic relationship to the dialectical and unified relationship, inspiring more customers to participate in the activities of time-honored brand. Through virtual brand community and other channels, customers can more deeply perceive the authenticity characteristics of time-honored brand, and timely feedback their own value demands. In recent years, the rise of Chinese style and national style is concentrated in reflecting customers' value demands for the cultural attributes of time-honored brand, and has become the key direction of exploring the authenticity resources of time-honored brand in the future. The existing literature discusses the relationship between time-honored brand authenticity and brand equity, and clarifies the intermediary role of brand experience between the two. However, customer participation in activities is an important factor in brand value creation. Time-honored brand should conduct in-depth analysis of the subjective authenticity perception based on customer-perspective, and explore the transformation mechanism between time-honored brand authenticity perception and brand equity. In addition, the impact of the "COVID-19" epidemic has also had a great impact on traditional customer participation in activities, gradually shifting from offline ones to online ones, and new marketing methods such as live broadcast with goods have appeared. Customer participation based on digital technology also has the "immersive" brand experience characteristics such as VR scene reduction and scene simulation, which poses a challenge to the traditional customer participation theory. These technical means improve customer-perception of time-honored brand, and also form a deeper emotional connection to time-honored brand authenticity. However, influenced by the stereotype, customers' subjective impression of time-honored brand is more solidified, and the stronger the emotional connection between the two is, the more difficult the stereotype is to change. Therefore, the existing theory needs to deepen the cognition of time-honored brand authenticity, and add a deeper cognition of cultural attributes and emotional attributes on the basis of the original functional attributes. The existing brand intention dynamic framework provides a theoretical tool for customers to further perceive time-honored brand authenticity, but lacks the consideration of the cultural characteristics of time-honored brand. The time-honored brand equity has the same problem, and the existing theory cannot be fully applied to the value measure of time-honored brand, which needs to be corrected and supplemented. Based on the above theoretical status, the core issues of this paper mainly focus on: how can time-honored brand authenticity perception enhance their brand equity through customer participation in activities? This paper uses brand cognition theory, social identity theory and stereotype theory for reference, from the perspective of the evolution path of authenticity perception and customer participation, exploratory multi-case study and large sample empirical analysis methods are adopted to study the logical relationship between the authenticity perception and the improvement of brand equity, and the following conclusions are drawn. (1) Time-honored brand authenticity perception is the important driving factor of brand equity, among which the objective authenticity perception, the construction authenticity perception and the existence authenticity perception all have a significant positive impact on the brand equity. (2) Customer participation plays a partial intermediary role in the relationship between time-honored brand authenticity perception and brand equity. (3) As a context, nostalgia tendency has a positive adjustment effect between time-honored brand authenticity perception and customer participation, while it has a negative adjustment effect between customer participation and brand equity. This paper introduces the theory of customer participation into the research of time-honored brand authenticity perception, and expands to the context of nostalgic tendency, which can make up for the theoretical gap caused by the insufficient consideration of customer subjective factors in the existing research, and provide theoretical guidance to develop effective time-honored brand equity improvement strategies. The theoretical value and innovation of this paper mainly includes the following three aspects. (1) Based on the related research of brand cognition theory, social identity theory and stereotype theory, the theory model of "time-honored brand authenticity perception—customer participation—brand equity" is constructed, and the influence mechanism of time-honored brand authenticity perception on brand equity is explored. (2) Based on customer-perspective, this paper defines the concept connotation and composition dimension of time-honored brand authenticity perception and brand equity, expanding the theoretical system of the research of time-honored brand. (3) Taking the nostalgia tendency as the context, it promotes the research on the differentiation regulation of time-honored brand authenticity perception, customer participation and brand equity from the customer perspective. In addition, this paper also summarizes the following three aspects of management practice. (1) Strengthen the attention of customers' participation in activities, and take time-honored brand authenticity perception as the guide, explore the resources related to improving time-honored brand equity, and expand the promotion path of time-honored brand equity. (2) Focus on the formation and development of time-honored brand authenticity perception, reshape the unique advantages of time-honored brand in the market competition, and clarify the brand positioning of time-honored brand in the market competition. (3) Pay attention to the changes of market environment and technical conditions, break the inherent cognition of time-honored brand on the nostalgia tendency, and break through the contextualize restrictions of the nostalgia tendency of time-honored brand.
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