| China Time-Honored Brand is the treasure of Chinese business culture,and the best in hundreds of years of commercial and industrial competition.Compared with well-known old brands abroad,China Time-Honored Brand has a long history,but the inheritance and development are not optimistic,brand innovation ability is insufficient,brand influence and core competitiveness are rather poor.Not only that,The brand image of China Time-Honored Brand perceived by entrepreneurs is "wearing a suit",while consumers think it is "wearing a long gown and mandarin coat." One of the most important reasons for this phenomenon is that the lack of innovation consciousness in the development process of China Time-Honored Brand,which shows that they do not attach importance to the actual brand innovation behavior and neglect the diffusion of brand innovation behavior.Research shows that Consumer Perveived Innovativeness will become the sustainable competitive advantage of enterprise.Introducing consumer perceived brand innovativeness into china time-honored brand research field,and the research model of "consumer perceived Time-Honored Brand Innovativeness-cultural identity-willingness to buy" is constructed,and the influence of brand reputation,media,reference group and nostalgia tendency on consumer perceived Time-Honored Brand Innovativeness is discussed at the same time.By combing the relevant literature,we get the effect diagram of consumer perceived brand innovativeness based on the related literature,and definite consumer perceived Time-Honored Brand Innovativeness that : consumers' perception of Time-Honored Brand's product / service/ technology /marketing and management style innovations,the degree of brand creativity,and potential for continued innotive activity in the future.On the basis of relevant theory,the research model and hypothesis is proposed,and variable scale of questionnaire is designed,developmented and formation.Collecting data through the pre-research and formal research,finally,a total of 594 formal questionnaires were collected,of which 461 were valid.Using SPSS20.0 and Amos17.0 to carry out empirical analysis,hypothesis verification and model test,and finally to discuss and analyze the conclusion,and at the same time to put forward some suggestions for the development of China time-honored brand.The empirical results show that China time-honored brand reputation,media,reference group,and consumer nostalgia will affect Consumer Perceived Time-Honored Brand Innovativeness,the influence of media and reference group is more obvious than the brand reputation and nostalgic;Consumer Perceived Time-Honored Brand Innovativeness will significantly affect the purchase intention,cultural identity plays a part intermediary role in between Consumer Perceived Time-Honored Brand Innovativeness and purchase intention. |
