Study On Influence Mechanism Of Attributes Of The Old Brand On Consumers’ Preceived Value And Brand Loyalty Intention

As China’s consumers percapital disposable income increased year by year,consumer behavior is not just a simple shopping,but pay more attention to the consumption process of "emotional value",namely spiritual satisfaction.As a result,cultural consumption and experience consumption are favored by consumers.In October 31,2015,Peng Yi,the dean of IndustrialTechnology Research Institute of Renmin Univrsity of China,released "Chinese creative cultural consumption development index(2015)’’_In 2015,the comprehensive index of cultural consumption in China reached 81.2,an increase of 2.53%.The cultural consumption environment,cultural consumption ability,cultural consumption level index showed an upward trend.We have numerous Old-time honored brands,having both the quality and cultural experience advantage.However,under the background of Chinese booming consumer market and expanding consumer groups,the market performance of most time-honored enterprise is not satisfactory,and its operating condition is worrying,mainly reflected by regular customers decreasing,market share reducing and so on.How to revival of the old brand,retain frequent customers and develop loyal customers have become a major issue of government management departments at all levels,business research institutions and the vast number of old and famous enterprises.Therefore,this thesis has a certain theoretical and practical significance.This study takes the old brands5 attributes as explanatory variables,the consumer perceived value as the mediating variable,and the brand loyalty as the explanatory variables,then structure a theoretical model.By summarizing die existing literature about China time-honored brand,brand attributes,consumer perceived value and brand loyally,this study determines the definition of variables,quantify the variables and design questionnaire,put forward hypothesis of correlation among elements.As the research results about the time-honored brand attributes is deficient,this paper adopts qualitative research methods,such as consumer interviews,case study of successful time-honored enterprises,to determine the dimensions of time-honored brand attributes.The research collected 200 questionnaires by questionnaire investigation,and 178 questionnaires were valid.Based on the data of SPSS19.0 analysis,this paper obtained the following conclusions:(1)Time-honored brands’ attributes actually affect consumers’ brand loyalty.In the two dimensions of brand attributes,intrinsic attributes have the strongest influence on consumers’ brand loyalty,effect of external attributes is little;(2)The intrinsic attribute of time-honored brand helps to improve consumers’ perceived value,especially consumers’ emotional perception of value,thus affect consumer’s brand loyalty.The three dimensions of consumer perceived value play an intermediary role in the relationship between the intrinsic attributes andconsumers’ brand loyalty.(3)Consumer’s functional perceived value and consumers’ emotional perceived valueplay an intermediary role in the relationship between the external attributes andconsumers’ brand loyalty.But it has no significantintermediaryinfluence of social perceived value.The conclusion of this paper can help the time-honored enterprises accurately grasp the consumers’ demands and desirable perceived value,then make some operational countermeasures and suggestions of brand marketing innovation.