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Transference or severance: An exploratory study on brand relationship quality of China’s time-honored brands based on intergenerational influence

Abstract

Using an indigenous model of Chinese brand relationship quality (CBRQ), the author analyzes the transfer phenomenon of the time-honored brand equity between parents and children from the perspective of combining intergenerational influence and brand equity. Results show that the time-honored brand equity from parents basically has no way to pass on to their children besides trust. Moreover, the positive relationships between parents and the time-honored brands are even destroyed to some extent. Implications related to the revitalization of the time-honored brands are also discussed.

摘要

研究从老字号的基本特征出发, 选择代际影响和品牌资产相结合的视角, 借助本土化的中国消费者-品牌关系质量 (CBRQ) 模型, 考察老字号品牌资产在上辈和下辈之间的传承现象。 结果表明, 除了信任之外, 来自上辈的老字号资产基本无法传承给下辈。 更有甚者, 上辈受下辈的反向影响破坏了上辈与老字号的积极品牌关系。 这个结果对老字号品牌复兴具有重要的맜理指导意义。

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Author information

Correspondence to Jiaxun He.

Additional information

Translated and revised from Yingxiao Kexue Xuebao 营销科学学报 (Journal of Marketing Science), 2007, 3(2): 1–19

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Keywords

  • China’s time-honored brand
  • brand relationship quality
  • intergenerational influence
  • brand equity

关键词

  • 中华老字号
  • 品牌关系质量
  • 代际影响
  • 品牌资产