Research On The Influence Of Nostalgia Tendency Onbrand Attitude Of Domestic Brands

With the effect of the ‘nostalgic economy',nostalgia tendency has been much accounted of both in academy and in business.Mean while,under the big impact of global economy,too much domestic brands in China disappeared,which has drew public attention.It is an urgent task for Chinese government and Chinese domestic companies to deal with the dilemma of brand declining.In this paper,the domestic brands will be divided into the old and the new domestic brands according to the birth years of the brand,trying to investigate the differences of brand attitude between the old and the new brands.Also,this paper will study the role of the self-brand connection played in the relationship between nostalgia tendency and the domestic brand attitude.On the basis of a large number of related literatures,this study constructed a theoretical framework and put forward several assumptions about the relationships between nostalgia tendency,self-brand connection and the attitude of the new and the old domestic brands.The reliability and validity analysis,variance analysis and regression equation model were used to test the hypothesis.The results showed that nostalgia tendency would improve consumer attitudes towards domestic old brands,but would not affect the attitude of domestic new brands,in which self-brand connection played a mediating role.Meanwhile,the self-brand connection had a significant impact on the consumer brand attitude,in particular,the higher the level of self-brand connection is,hereupon the more positive brand attitude will be caused.