摘要
老字号品牌如何借助文化混搭策略实现创新,推出吸引消费者的新产品,从而促使消费者产生购买意愿,成为老字号品牌亟待解决的问题。应用品牌双元性理论和刺激机体反应理论模型,采用实验法,探讨老字号品牌产品的不同文化混搭方式(统摄式和移接式)对消费者购买意愿的影响机制。结果表明:文化混搭方式显著影响消费者购买意愿。相比统摄式混搭,移接式混搭更能促进消费者购买意愿。文化混搭方式通过品牌创新性感知和品牌传承性感知影响购买意愿,即文化混搭方式能激发品牌创新性感知和品牌传承性感知,进而促进消费者购买意愿的产生。怀旧倾向负向调节品牌创新性感知和品牌传承性感知的中介效应。其中,怀旧倾向越低,品牌创新性感知和品牌传承性感知的中介效应越强;反之,怀旧倾向越高,二者的中介效应越弱。基于研究结论提出相应管理启示,期望为老字号品牌采用文化混搭营销策略提供有益参考。
How time-honored brands can leverage cultural blending strategies to innovate and launch new products that attract consumers,thereby prompting them to develop a willingness to purchase,has become an urgent issue for these brands to address.Combined with the brand ambidexterity theory and the Stimulus-Organism-Response(SOR)theoretical model,the experimental method was employed to explore the impact mechanism of different cultural blending approaches(integrative and transplanted)of time-honored brand products on consumer purchase intentions.The results indicate that the approach of cultural blending affects consumers’willingness to purchase.Compared to the integrative blending,the transplanted blending is more effective in promoting consumers’willingness to purchase;the cultural blending approach influences purchase intention through perceived brand innovativeness and perceived brand heritage,meaning that the cultural blending approach can stimulate perceptions of brand innovativeness and brand heritage,thereby further promoting the generation of consumers’willingness to purchase;nostalgia tendency negatively moderates the mediating effect of perceived brand innovativeness and perceived brand heritage.Specifically,the lower the nostalgia tendency,the stronger the mediating effect of perceived brand innovativeness and perceived brand heritage,and conversely,the higher the nostalgia tendency,the weaker the mediating effect of the two.Based on the research conclusions,management implications were proposed,hoping to provide useful references for the adoption of cultural blending strategies by time-honored brands.
作者
刘军跃
金鑫
谢林知
李军锋
谢豪达
LIU Junyue;JIN Xin;XIE Linzhi;LI Junfeng;XIE Haoda(College of Management,Chongqing University of Technology,Banan Chongqing 400054,China;College of Business Administration,Southwestern University of Finance and Economics,Chengdu Sichuan 611130,China)
出处
《重庆文理学院学报(社会科学版)》
2026年第1期55-71,共17页
Journal of Chongqing University of Arts and Sciences(Social Sciences Edition)
关键词
老字号品牌产品
文化混搭
品牌创新性感知
品牌传承性感知
怀旧倾向
time-honored brand products
cultural blending
brand innovative sensory perception
brand heritage sensory perception
nostalgia tendency
