徐伟;汤筱晓;王新新;

• 1:安徽财经大学工商管理学院
• 2:上海财经大学国际工商管理学院

摘要(Abstract)：

通过对上海、北京、西安等城市406名消费者进行问卷调查获取的数据,实证考察老字号真实性对消费态度和购买意向的影响。结果表明,老字号的原真实直接影响消费者的感知价值、品牌认同,这是老字号的传承要素;建构真实直接影响消费者的感知价值和购买意向,自我真实直接影响消费者的购买意向,这些是老字号亟待创新的要素;此外,原真实和建构真实在代际上存在显著差异。因此,老字号企业应传承老字号的原真性要素,创新建构真实性要素和激活自我真实性要素,从而为解决老字号老化问题提供新的思路。

关键词(KeyWords)： 老字号;真实性;社会建构;购买意向

Abstract:

Keywords:

基金项目(Foundation): 国家社会科学基金项目“老字号品牌真实性、作用机理及其营销策略研究”(12CGL044);; 国家自然科学基金项目“消费者创造价值及其对品牌忠诚的作用研究——基于社会互动的视角”(71172145);; 上海财经大学研究生创新基金资助项目“老字号长期品牌管理研究——基于真实性理论的视角”(CXJJ-2012-337)的资助

作者(Authors): 徐伟;汤筱晓;王新新;

DOI: 10.19337/j.cnki.34-1093/f.2015.03.016

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