Empirical Study On The Influence Of Consumer Nostalgic Tendency On Time-Honored Brand Loyalty

With the popularity of nostalgia in recent years, It’s easy to find nostalgia elements in every aspect of our life. When it comes to nostalgia, time-honored brand will simultaneously come into people’s mind. Time-honored brand is defied as a brand with a long history, generation products, skill or services, besides, time-honored brand fills with Chinese traditional culture and the profound cultural background, and it has been widely accepted by society and formed a good reputation since a long time ago. However, with the rapid development of economy, due to some reasons like historical problem, lack of management ability and brand publicity, time-honored brand has come across huge difficulties, and less willingness of consumer to pay for time-honored brand makes the situation even worse. In a word, there are two important issues to be solved: how to reverse the current dilemma of time-honored brand enterprises and how to stimulate consumer’s nostalgic tendency and improve the time-honored brand loyalty.On the basis of related literature at home and abroad, the paper discuss the effects of consumer nostalgic tendency on time-honored brand loyalty. Based on the point of view of consumer nostalgic tendency, there are four components in the model: independent variable consumer nostalgic tendency, dependent variable brand loyalty, mediate variable consumer perceived value and moderate variable brand trust. This paper concludes the research model and hypothesizes, besides, this paper modified the research model and hypothesizes via questionnaire and empirical analysis.The results indicate that:(1) consumer nostalgic tendency is positively related to brand loyalty;(2) consumer nostalgic tendency is positively related to consumer perceived value;(3) consumer perceived value plays a role as a positive mediator in the relationship between consumer nostalgic tendency and brand loyalty;(4)brand trust positively moderated the relationship between consumer nostalgia and brand loyalty. The paper made some corresponding suggestions to the government, the time-honored brand enterprise and consumers. There still exists some shortcomings, but the research results and suggestions provide some reference importance to how to reserve the dilemma of the time-honored brand enterprise and improve the consumer’s brand loyalty.