回族老字号消费者代际传承与品牌忠诚关系实证研究

Empirical Research on Hui-honored Consumers Intergenerational Transmission and Brand Loyalty

基于家庭纽带的代际传承形成的消费者文化价值观深刻影响着消费者行为,使消费者品牌认知、品牌信任的形成无不带有代际影响的烙印。回族老字号的消费者受到民族、宗教、地域的影响表现出独特的消费特征,代际传承在回族老字号消费群体更为突出。从实证角度深入研究回族老字号消费者代际传承对品牌认知、品牌信任以及品牌忠诚的影响,呈现出显著的正相关关系。基于代际传承视角提升消费者品牌忠诚度对推动老字号品牌发展和传统文化的传承和推广以及自有品牌竞争力的提升都具有重要的启示意义。

Consumers＇ cultural values based on the intergenerational transmission of family ties had an important impact on consumer behavior,as well as the consumer brand awareness and the brand trust. The consumers of Hui Old brand exhibited unique consumption characteristics owe to ethnic, religious and geographical effect,the intergenerational transmission of consumer groups in the Hui old brand more prominent. Empirical research showed that the impact of Hui old brand intergenerational transmission on brand awareness, brand trust and brand loyalty was significantly positive. Based on the perspective of intergenerational transmission, enhancing consumers＇ brand loyalty had an important enlightenment to promote the brand development and traditions cultural heritage,and own brand competitiveness.