摘要
基于阴阳观视角,以342个老字号消费者为调研对象,探讨老字号传承与创新对跨界延伸态度的双向影响机制。研究表明:品牌传承提升消费者的真实性感知,通过激发积极的品牌联想提升跨界延伸态度;品牌创新降低消费者的真实性感知,通过阻碍品牌联想降低跨界延伸态度;品牌传承抑制消费者的灵感激发和灵感意图,进而引致消极的跨界延伸态度;品牌创新唤醒消费者的灵感激发和灵感意图,进而引致积极的跨界延伸态度;真实性感知和品牌联想在真实性影响机制中起完全中介作用,灵感激发和灵感意图在灵感影响机制中起完全中介作用。
From the perspective of Yin-Yang harmony philosophy,this study explores and validates the two-way influence mechanism of time-honored brand heritage and innovation on the attitude toward cross-category extension by recruiting 342 participants.The results show that brand heritage enhances consumers’authenticity perception,thus sparkling consumers’brand association,which finally improves their attitude toward the brand’s cross-category extension.Conversely,brand innovation reduces consumers’authenticity perception,thus hindering brand association,which finally decreasing the attitude of cross-category extension.Brand heritage inhibits consumers’inspiration arousal and inspiration intention,which finally leads negative attitudes of cross-category extension.Conversely,brand innovation stimulates consumers’inspiration motivation and inspiration intention,which finally increases the positive attitude of cross-category extension.Authenticity perception and brand association play a fully mediating role in the above mechanism,while inspiration motivation and inspiration intention fully mediate the influence mechanism of inspiration.
作者
徐伟
高长贵
王丽
宋思根
XU Wei;GAO Changgui;WANG Li;SONG Sigen(Anhui University of Finance&Economics,Bengbu,Anhui,China;Shanghai Institute of Technology,Shanghai,China)
出处
《管理学报》
北大核心
2025年第7期1319-1327,共9页
Chinese Journal of Management
基金
安徽省哲学社会科学规划资助重点项目(AHSKD2024D005)。
关键词
老字号
跨界延伸
消费者灵感
阴阳观
time-honored brand
cross-category extension
consumer inspiration
Yin-Yang
