The Impact Of Brand Authenticity Upon China Timed-honored Brand Extension Evaluation

Time-honored brands,which form his profound brand forces relying on Chinese traditional cultureits,were market leaders in the past and played an important role in the economic development of our country.However,with the change of history and market environment,time-honored brands are aging in the fierce brand competition.Therefore,it is imperative to activate time-honored brands.In order to get rid of the aging crisis,many enterprises adopt the method of brand extension to save and revive themselves.The academic circles also pay close attention to the brand extension of time-honored brands from the perspective of cultural attributes,brand personality,perceived fit and so on.Therefore,this thesis is a new way of thinking from the perspective of authenticity.Brand authenticity is a pluralistic concept,which not only embodies the authenticity of product objective attributes such sa origin,but reflects the subjective evaluation of the consumer brand purity,as well as embodies that brands can help consumers understand their true selves and improve themselves.Now,brand authenticity has become a new section for enterprises to establish the core differentiation advantage.It aims to maximize the core value of the brand and the key of successful brand extension is to keep core value of the brand intact.Therefore,it is necessary to introduce brand authenticity to solve the problem of brand extension of time-honored brand.Based on research review and theoretical review,this research starts from authenticity,propose a theoretical model in which the three dimensions of brand authenticity(original,constructive,and self authenticity)are independent variable and brand extension attitude is dependent variable,and also have brand categoryas and self-congruence as mediator variable on the bridge of brand association and brand identity.On the account of this model,this thesis makes a questionnaire survey on studying China's time-honored brand consumers,and do a statistical analysis with SPSS and AMOS through the questionnaire survey collected data to examine the practicality of model through the analysis,we mainly get the following conclusions:Firstly,self authenticity not only directly positive to brand extension evaluation of consumers,but also has an indirect positive influence on the consumer's brand extension evaluation through brand association and brand identity.Secondly,the original authenticity and constructive authenticity do not directly affect the consumer's brand extension evaluation,but have indirect positive influence through brand association.Thirdly,brand association not only directly positive to brand extension evaluation of consumers,but also has an indirect positive influence on the consumer's extension evaluation through brand identity,and the positive effect of brand association on brand extension evaluation is stronger than brand identity.Fourth,the effect of original authenticity and constructme authenticity on brand association are influenced by the categories of time-honored brand,while the influence of self authenticity on brand association is not affected by the categories of time-honored brand.Finally,self-concept congruence has moderating role on the relationship between time-honored original authenticity and brand association,and the higher degree of self-concept congruence,the weaker influence of original authenticity on brand association,and self-concept congruence does not play a moderating role on the relationship between constructive authenticity,self-authenticity and brand association.In this paper,some suggestions on how to use the authenticity to improve the consumer's extension attitude in the brand extension of the time-honored enterprises are put forward,and the deficiencies in the study and future research prospects are described and explained.