老字号延伸产品购买意愿研究——基于文化契合与消费者创新融合的视角

通过品牌延伸推出新产品,能够实现企业创新发展,推动老字号的品牌复兴。基于文化契合与消费者创新融合视角,构建了一个有调节的中介效应模型,并借助2021年第五届中华老字号(山东)博览会期间获取的634份调研数据,探索了老字号品牌延伸中消费者对延伸产品的购买意愿。研究发现:老字号品牌延伸中,文化契合度正向影响延伸产品购买意愿；品牌延伸态度在文化契合度与延伸产品购买意愿的关系中起中介作用；消费者创新性不仅调节了文化契合度与品牌延伸态度的关系,而且对品牌延伸态度在文化契合度与延伸产品购买意愿关系间的中介作用具有调节效应。因此,要从延伸产品开发、营销活动设计和品牌延伸共创三方面进行老字号品牌延伸,即推出高文化契合度的延伸产品,通过营销活动促使消费者采用延伸产品,以及与高创新性目标消费者进行品牌延伸共创。

Research on the Purchase Intention of Time-Honored Brand's Extended Products:From the Integrating Perspective of Cultural Fit and Consumer Innovativeness

The launch of new products through brand extension is an effective way to realize the innovative development of enterprises and promote the revitalization of time-honored brands. From the integrating perspective of cultural fit and consumer innovativeness, this paper constructs a moderated-mediation model and collects 634 survey data during the Fifth China Time-honored Brand (Shandong) Expo held in 2021 to explore consumers'' purchase intention for extended products. Research findings are as follows. First, cultural fit has a positive impact on consumers'' purchase intention for extended products. Second, brand extension attitude has a mediating effect on the relationship between cultural fit and purchase intention for extended products. Third, consumer innovativeness can not only moderate the relationship between cultural fit and brand extension attitude, but also regulate the mediating effect of brand extension attitude on the relationship between cultural fit and purchase intention for extended products. Therefore, the extension of time-honored brands should be considered from the perspectives of extended product development, marketing design and joint brand extension. Specifically, it is necessary to launch extended products with high cultural fit, design marketing events to encourage consumers to adopt extended products, and work with highly innovative target consumers to jointly promote brand extension.