The Influence Of The Time-honored Brand Image And Nostalgia Brand Strategy On Consumer Purchase Intention

Although scholars have carried out in-depth studies on the consumer’s willingness to buy "Time-honored Brand",few scholars explored the influence of the old brand image and the nostalgic brand strategy on the consumer’s purchase intention.This study focuses on this issue and examines the differences in the impact of different nostalgic brand strategies on consumers’ purchase intention under different time-honored brand images,trying to find the process mechanism and related regulatory factors of different nostalgic brand strategies to influence consumers’purchase intention.This study is based on the theory of processing fluency and stereotype content model.From the perspective of the nostalgic brand strategy,this study has carried out a probe into the influence of the difference of the time-honored brand strategy of different brand images on the consumer’s purchase intention through three studies,five experiments included.Research One focuses on the interaction effect between different time-honored brand image and different nostalgic brand strategies on consumers’ purchase intention.Research one focuses on the interaction effects of different brand names and different brand strategies on consumers’ purchase intention.and two experiments have been carried out.In Research Two,we investigated the process mechanism of the interaction effect of researchone and two experiments are designed to verify it.The experiment shows that,for the time-honored brand of the competence brand image,the consumer will produce higher conceptual fluency by adopting the nostalgic technics brand strategy,and thus produce higher purchase intention.For the Time-honored brand of the warmth brand image,consumers will produce higher conceptual fluency by adopting the nostalgic appearance brand strategy and thus produce higher purchase intention.The study three studies the regulating effect of the involvement degree.The experimental results show that when the involvement is low,the time-honored brand of the competence brand image adopts the branding strategy of nostalgia technics(relative to the branding strategy of nostalgia appearance),and consumers will produce higher purchase intention.when the involvement is high,the time-honored brand of the competence brand image adopts the branding strategy of nostalgia technics or the branding strategy of nostalgia appearance,and there is no significant difference in the consumer’s purchase intention.when the involvement is low,the time-honored brand of the warmth brand image adopts the branding strategy of nostalgia appearance(relative to the branding strategy of nostalgia technics),and consumers will produce higher purchase intention.when the involvement is high,the time-honored brand of the warmth brand image adopts the branding strategy of nostalgia technics or the branding strategy of nostalgia appearance,and there is no significant difference in consumers’ purchase intention.There are seven chapters in this research.The first chapter is the introduction,which mainly introduces the research background,research questions,research significance,research contents and methods.The second chapter is literature review,which mainly introduces the related literature of time-honored brand,time-honored brand image,nostalgic brand strategy and involvement theory.The third chapter introduces two theoretical foundations,including fluency theory and stereotype content model.The empirical research includes the fourth chapter,the fifth chapter and the sixth chapter.The fourth chapter is Study One,and there are two experiments.Experiment one verified the interaction effect between the old brand strategy and the time-honored brand image.Experiment two confirmed that the promotion of purchase intention was indeed from the matching of the old brand strategy and the old brand image by changing the manipulation mode,which verifies the interaction effect;the fifth chapter is Study Two,which carried out two experiments.Experiment three verifies that the mediation effect of conceptual fluency does exist.The data from Experiment four excludes other explanations besides conceptual fluency.The sixth chapter is Study Three.Experimentfive is used to test the moderating effect of involvement.The seventh chapter is the general discussion.The conclusions and managerial implications,limitations and future research directions of the study are discussed.