Research On The Influence Of National Product Consciousness On The Cultural Symbol Value Of Chinese Time-honored Brands

As an important material carrier for inheriting Chinese culture and embodying the spirit of artisans,Chinese time-honored brands have become a cultural phenomenon,a symbol and even a national symbol.Up to now,Chinese time-honored brands have condensed the unique feelings and memories of generations of Chinese sons and daughters.They are brand treasures with great cultural value,and are the representatives of spreading and carrying forward Chinese excellent traditional culture.At present,the state has increased its support for the development of time-honored brands through various policies,such as the "China Time-honored Brand Revitalization Plan",which aims to build time-honored brands into symbolic symbols to boost China’s economic rise in the world.However,the development speed of our country’s time-honored brands is slow.Even with certain historical and cultural advantages and national policy support,no time-honored brand has developed into a world-class brand.In fact,this is mainly due to the fact that the cultural symbolic value of Chinese time-honored brands has not been correctly recognized and fully tapped.Through literature review,it is found that scholars only appeal and advocate consumers to buy Chinese time-honored brands,but have not paid attention to the symbolic value of Chinese time-honored brands,thus realizing the rise of time-honored brands.Therefore,this paper will define the connotation of cultural symbol value of China’s time-honored brands,explore the structural dimension of cultural symbol value of China’s time-honored brands,and compile a scale for measuring cultural symbol value of China’s time-honored brands.On this basis,this paper will introduce brand emotion as an intermediary variable and product comprehensive utility as an adjustment variable,and deeply explore the influence mechanism of domestic product awareness on the cultural symbol value of Chinese time-honored brands,so as to enrich the existing research on the cultural symbol value of Chinese time-honored brands.Based on the existing literature of Chinese time-honored brands,this study conducted in-depth interviews with 23 consumers of time-honored brands,explored the structural dimension of cultural symbol value of Chinese time-honored brands through a rigorous grounded theoretical research process,and developed a Chinese time-honored brand cultural value symbol measurement scale.Then,this paper distributed questionnaires to 395 consumers of China’s old brands,and analyzed the results with the help of SPSS26.0 and AMOS26.0 analysis software,and comprehensively used various methods such as reliability and validity test and regression analysis.The research shows that:（1）The cultural symbol value of Chinese time-honored brands includes three dimensions（material cultural symbol value,spiritual cultural symbol value and visual cultural symbol value）and is measured by 12 measurement items.（2）The awareness of domestic products has a significant positive impact on the cultural symbol value of Chinese time-honored brands.（3）Brand emotion plays a partial intermediary role between the awareness of domestic products and the cultural symbol value of Chinese time-honored brands.（4）The comprehensive utility of products plays a positive role in regulating the awareness of domestic products and the cultural symbol value of Chinese time-honored brands,that is,the greater the comprehensive utility of products,the stronger the positive relationship between brand emotion and the cultural symbol value of Chinese time-honored brands.（5）The comprehensive utility of products regulates the mediating role of brand emotion between the awareness of domestic products and the cultural symbol value of Chinese time-honored brands.Specifically,the greater the comprehensive utility of the product,the stronger the mediating effect of brand emotion.