老字号品牌采用流行文化的合法性获得与影响

The Legitimacy and Influence of Time-honored Brands Adopting Popular Culture

文章基于合法性理论,从老字号品牌结合流行文化塑造延伸产品的行为合法性与延伸产品合法性入手,探讨了其来源及对母品牌形象的影响。研究发现,流行文化—品牌形象诉求相关性、流行文化—品牌象征的文化相容性以及流行文化—消费者持续性涉入对品牌行为合法性有显著正向影响;流行文化—品牌象征的文化相容性与流行文化—消费者持续性涉入对品牌延伸产品合法性具有显著正向影响;而两种合法性对母品牌积极形象均具有显著正向影响。同时,文章还检验了两种合法性的部分中介作用。文章对于老字号品牌激活实践具有较好的指导意义。

Based on the theory of legality,this paper starts with the legitimacy of the act of building extended products by combining the popular culture with the time-honored brand and the legitimacy of extended products,and probes into its origin and influence on the image of the parent brand. It is found that the correlation of pop culture-brand image appeal,pop culture enduring involvement of consumers and the cultural compatibility of pop culture-brand symbol have significant positive effects on the legitimacy of brand behaviors. The cultural compatibility of pop culture-brand symbol and the pop culture enduring involvement of consumers have significant positive effects on the legitimacy of brand extension products. Both of them have significant positive effect on the positive image of the parent brand. At the same time,this paper also examines two kinds of legitimacy partial intermediary role. The article has good guiding significance for the time-honored brand activation practice.