Research On The Advertising Strategy Of Time-honored Brand Extension Products In The Context Of E-commerce

In recent years,with the rapid development of my country’s "Internet+" and"Internet of Things" technologies,online shopping has penetrated into my country’s major consumer areas.Coupled with the catalysis of epidemic prevention and control,the development trend of online shopping cannot be underestimated.Among them,the development of various time-honored brands with physical sales as the mainstay has been hit unprecedentedly.Time-honored brands are the cultural treasures of the Chinese nation and an important carrier of Chinese cultural self-confidence.How to make them conform to the development characteristics of the new era and new markets? "Value is the key to renewing vitality of time-honored brands and gaining consumers’ favor.In the context of e-commerce,effective communication with consumers is an important way to enhance consumer brand preference.Brand extension is an important strategic choice for time-honored companies to innovate based on new market demands,and advertising is an important medium for this strategic dissemination and an important bridge for communication between companies and consumers.Existing research generally believes that advertising has a non-negligible role in the diffusion of new products,and the matching of product types and advertising types can increase consumers’ willingness to buy.The research on time-honored brand extension products mostly starts from the connection between the extension product and the parent brand,while ignoring the influence of brand extension advertising strategies on their product purchase intentions.Therefore,it is very necessary to explore how time-honored companies use advertising to connect the company’s innovation strategy-brand extension accurately and effectively with consumers,so that consumers can better understand the culture of time-honored brands and generate brand identity and preferences.This article takes time-honored brand extension products as the research object,requirements can affect consumers’ willingness to purchase time-honored brand extension products.Based on environmental psychology,this article sorts out the logical relationship between variables and constructs a theoretical model of the influence of the interaction between brand extension fit(high/low)and advertising(emotional appeal/rational appeal)on the purchase behavior of time-honored brand extension products,Introduce nostalgia as a moderating variable,and explore its differential influence in the above-mentioned matching.This article uses experimental methods to obtain relevant data on consumer psychological responses,and uses SPSS25.0 to perform empirical statistical analysis on the data to verify the research hypothesis.The research results show that:(1)The matching of different brand extension fits with different types of advertising requirements will increase consumers’ willingness to purchase time-honored brand extension products: low-fit brand extensions are matched with perceptual appeal-based advertisements,which reduces consumers Perceive the risk of the product,(2)Nostalgia will have a differential impact on the above matching: nostalgia will positively regulate The matching effect of low-fit brand extension and perceptual appeal advertising has no significant impact on the matching effect of high-fit brand extension and rational appeal advertising.The research results can provide effective suggestions and practical guidance for time-honored companies to improve their advertising models and increase consumer preferences.