Research On The Influence Of Nostalgia On Brand Knowledge Based On ABC Model

At the beginning of the 21 st century,reform and opening up promoted the prosperity of the market economy,and social transformation provided the soil for nostalgic consumerism.With the improvement of China's comprehensive strength and the rise of the "national boom",brands carry out a series of marketing activities against the background of the national boom,aiming to awaken consumers' cultural confidence and intrinsic emotional characteristics.The most closely connected one is nostalgia emotion.Domestic research on nostalgia consumption lacks theoretical guidance,and has not paid attention to the marketing value of nostalgia and national trends.This research is based on the experience level of the ABC attitude theory model,combined with Chinese cultural background and the Chinese Consumer Nostalgia Scale developed by He Jiaxun,took Guochao brand as an example,to explore the influence of nostalgia on the brand knowledge of Guochao through purchasing behavior,including the four dimensions of brand knowledge,brand image,brand quality,brand cultural history and brand innovation.They are constructed a model by the influence of nostalgia.There were 349 valid questionnaires collected through questionnaire surveys.After analysis,the following conclusions were drawn:Personal nostalgia,interpersonal nostalgia,family nostalgia and brand knowledge are significantly related;Purchase behavior has a mediating effect between nostalgia and brand knowledge;Personal nostalgia and family nostalgia have a positive influence on the four dimensions of brand knowledge;Interpersonal nostalgia has no significant influence on the other three dimensions of brand knowledge,except that it is significantly related to brand culture and history.The explanation for this result is that the negative emotions contained in interpersonal nostalgia trigger social pressures faced by consumers.This transmission path does not conform to the experience level in the ABC attitude theory model,so it cannot positively affect its purchase intention.