Research On The Impact Of Innovation Modes Of Time-honored Brands On Consumer Brand Attitudes

The time-honored brand has a long history and profound cultural heritage.After years of sedimentation and accumulation,relying on high functional quality or unique symbolic significance,it has a broad consumer base and high brand recognition.However,with the changes in the market and technological environment,many problems have gradually become prominent on the development path of time-honored brands,and their brand value and market recognition are decreasing.The crux of this is the lagging innovation ability of time-honored brands.Therefore,it is particularly important for us to "tailor the medicine to the case",adopt appropriate methods for innovation,match appropriate brand concept clues,and provide reference suggestions for its development.In previous studies on innovation behavior,most of them focused on corporate performance and focused on the impact of innovation behavior on corporate performance,with little attention paid to consumer perception and attitudes.Therefore,this study focuses on the perspective of consumer perception,attempting to explore whether different innovation methods of time-honored brands will have different impacts on brand attitudes.In addition,the same innovative approach may not necessarily lead to identical consumer attitudes and behaviors.In the process of influencing consumers with innovative approaches,the promotion and dissemination process of time-honored brands is also an important part.In the process of innovative communication of time-honored brands,providing brand concept clues with different directions and focuses will have different impacts on consumers’ brand attitudes and their mechanisms of action.On the basis of literature review and theoretical research,this study proposes research hypotheses to explore the impact of the interaction between innovation methods and conceptual clues of time-honored brands on consumer brand attitudes from the perspective of consumer perceived consistency.A theoretical model of "interaction between innovation methods and conceptual clues of time-honored brands-consumer perceived consistencyconsumer brand attitude" is established.In hypothesis validation,this study designed three experiments and ensured effective manipulation through three pre experiments.Experiment 1 used real time-honored brands with high familiarity as experimental materials to verify the interaction between innovation methods of time-honored brands and brand concept clues,which can significantly affect consumers’ brand attitudes.Experiment 2 and Experiment 3 used real and virtual time-honored brands with lower familiarity as experimental materials to verify the mediating effect of perceptual consistency.For time-honored brands that adopt a gradual innovation approach,providing more symbolic clues in the communication process can evoke emotional resonance and identification among consumers compared to functional clues,help consumers better feel the values and cultural heritage behind the brand,better connect the brand image with consumers’ personalities and values,and improve their perceived self consistency,To stimulate consumers to develop a more positive brand attitude.For time-honored brands that adopt breakthrough innovation methods,in the communication process,providing more functional clues can help consumers perceive the functional characteristics and exquisite skills of the product compared to symbolic clues,better connect brand functions with consumers’ expected functions,improve their perceived functional consistency,and stimulate consumers to develop a more positive brand attitude.Therefore,this study clarifies and improves the key pathways through which the interaction between the innovation methods of time-honored brands and brand concept clues affects consumer brand attitudes,and constructs a scientific theoretical framework.In addition,in the field of marketing practice,this study also has certain guiding significance for the development and innovation of time-honored brands.Time-honored brands should adopt appropriate innovative methods based on their actual situation and the needs of target consumers,and provide matching brand concept clues on this basis.Through this approach,consumers’ perception consistency and brand attitude towards the brand can be improved,thereby promoting the marketing upgrade of time-honored brands,attracting the favor of a new generation of consumers,and making time-honored brands more competitive and advantageous in the market competition.