基于品牌个性和刻板印象内容模型的江苏老字号品牌年轻化研究--以无锡王兴记为例

Brand Rejuvenation of Time-honored Brands in Jiangsu Based on Brand Personality and Stereotype Content Model:A Case Study of Wang Xingji

江苏历史悠久、经济繁荣,但老字号品牌老化问题严重。选择无锡老字号"王兴记"为实证企业,经营同类产品的高资产新品牌"熙盛源"为对照企业,进行调查研究和横向比较研究。结果表明:消费者理想中最重要的老字号品牌个性依次是"智"、"仁"、"乐"。王兴记品牌个性得分均显著低于理想得分,也显著低于熙盛源。王兴记品牌的感知能力和感知温情均显著低于熙盛源。结果提示江苏老字号必须同时从品牌个性、感知能力和感知温情等方面入手恢复年轻活力。

This paper focuses on brand rejuvenation of time-honored brands in Jiangsu.Wang Xingji,the time-honored brand in Wuxi was selected as an empirical case and a new and famous brand Xi Shengyuan was selected as a comparative case. The results of the study indicated: the most important dimensions of the ideal brand personality were Wisdom,Benevolence and Happiness. The scores of the five dimensions of brand personality of Wang Xingji were significantly lower than that of ideal brand personality,and also lower than that of Xi Shengyuan.The scores of competent perception and warmth perception respectively were significantly lower than that of Xi Shengyuan. The findings suggest that brand personality, competent perception and warmth perception play important roles in brand rejuvenation to regain brand equity for timehonored brands in Jiangsu.