老字号品牌跨界对年轻消费者品牌态度的影响研究

An Exploration of How the Crossover of Time-honored Brands Impacts Young Consumers’ Brand Attitudes

深入理解品牌跨界的作用机理和消费者的品牌态度对于老字号企业选择合适的跨界形式、内容和对象,开展有效的跨界营销具有现实意义。本文基于中国老字号品牌跨界的真实情境,引入联想需求理论解析不同的产品跨界类型与年轻消费者求异程度的交互作用影响品牌态度的心理机制。实验结果表明:高求异的年轻消费者与“元素嫁接型”跨界匹配、低求异的消费者与“品牌联合型”跨界匹配更能引发消费者创新感知,进而形成积极的品牌态度;同时,消费者文化认同感的增强会正向调节这一过程。研究结论将为老字号品牌把握年轻消费者需求,在国潮趋势下实现品牌新生提供理论指导。

It’s important for time-honored enterprises to choose appropriate crossover products favored by young people before they engage in crossover marketing. Despite the burgeoning research on brand crossover, the literature lacks an in-depth understanding of crossover mechanism. Thus, based on association-demand theory, this paper investigates the psychological mechanism of how brand crossover affects young consumers’ brand attitudes. The results show that there is an interaction effect between crossover marketing and the degree of difference-seeking. That is, when consumers with a high degree of difference-seeking encounter the “element grafting” type of brand crossover, or consumers with a low degree of difference-seeking encounter co-branding, their perceptions of innovation and brand attitude are more positive. In addition, cultural identity has a moderating effect on this interaction effect. The findings provide theoretical and practical guidance for time-honored enterprises in renewing the value of their brands.