【摘要】 基于品牌长寿性这一独特视角,对老品牌的长寿性、品牌信任与消费者购买意向之间的关系进行实证研究。结果表明:长寿性本身就是老品牌的重要品牌资产,具有重要的商业价值;品牌的长寿性对形成消费者的老品牌购买意向有显著的正向影响,且这一正向关系主要是通过品牌信任的感知能力而不是感知诚实友善发挥作用。因而在老品牌的营销实践中,商家应重视对品牌长寿性的宣传并发挥消费者认知因素在老品牌购买中的作用,但新品牌对老品牌的资产利用则宜慎重。更多还原

【Abstract】 From the perspective of brand longevity,the paper makes an empirical research on the mechanism of how longevity influences the purchase intention of old brands.The results indicate that longevity is an important asset of old brands and has great commercial values;brand longevity has a positive influence on the purchase intention of old brands,and such a positive relationship plays its role through perceived ability instead of perceived benevolence and integrity.Marketers should pay much attention to advertising brand longevity and fully consider the role of cognitive factors in old brand purchase,but it should be cautious for new brands to make use of old brand assets.更多还原