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

Frontiers of Business Research in China volume 2, pages 518–552 (2008)Cite this article

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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  1. Center on Branding Science, School of Business, East China Normal University, Shanghai, 200241, China

    Jiaxun He

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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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He, J. Transference or severance: An exploratory study on brand relationship quality of China’s time-honored brands based on intergenerational influence. Front. Bus. Res. China 2, 518–552 (2008). https://doi.org/10.1007/s11782-008-0030-7

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