Influence Research Of Nostalgic Consumer Behavior Formation Based On Brand Recognition Of Nostalgic Emotion

Recent Chinese films caused deep impact to consumers and got high level returns from box office. Such as "You Are The Apple Of My Eye","So Young","American Dreams In China" and so on. These films leaded the trend of nostalgic between the generation after70s and80s. People start to miss the old days. The word "Nostalgia" back into people’s horizons. And people need a media to meet the spiritual needs when they miss the good past times. Therefore, the research about nostalgia has certain practical significance.In the past few decades of China, a number of old brands which full of national features were created. But with the progress of the reform and opening-up policy and the development of the eras, the foreign brands and local new brands were established ceaselessly. Brands which can recall a generation’s memories are gradually fade out from consumer’s field of vision. A lot of old brands were acquired or even been disappeared. And ninety percent of the rest of old brands encountered bottlenecks in their operation. However, with the rapid development of economic and cultural in the new era, the trend of nostalgia start to fashion and people’s increasingly strong nostalgic feeling urgently need to meet. Nostalgic consumption gradually gets into the lives of consumers. But the nostalgic psychology how to change into actual nostalgic consumer behavior is a complicated process. The paper based on literature review and logical deduction and focuses on connection between brand recognition, nostalgia and purchase intention. It forms a model about brand recognition which based on nostalgia how to influence the nostalgic consumer behavior formation and reveals the relationship between nostalgia, brand and purchase intention.The paper mainly research three problems. Firstly, thanks to nostalgia is caused by two factors which include indirect factor and direct factor. These two factors how to influence the nostalgia and its intensity. Secondly, when the nostalgia emotions reach a certain strength, consumers how to choose a nostalgia brand among the many brands according to four dimensions of nostalgic brand cognitive which include brand image, brand quality, brand culture and history, brand innovation. In order to achieve the purpose of satisfy their nostalgia emotions. Thirdly, when consumers make brand choice, the four dimensions of brand how to influence the consumers’ purchase intention.Around the above problems, through the domestic and foreign research literature on nostalgia brands and the four dimensions of nostalgia brand, the paper build a path model which based on brand recognition in the effects of consumer behavior. Finally, the research obtained200valid questionnaires through questionnaire collected and interview. The research includes descriptive analysis, reliability and validity test, correlation analysis and regression analysis. These results analyzed through SPSS statistical software and inspect the hypothesis and expound the research questions of article. Based on the analysis of the test, combining with literature review and induction and get the conclusions. And according to this conclusion, put forward the pertinence and valuable marketing management.