摘要
通过创新重获顾客喜爱是解决餐饮老字号品牌衰退问题的有效策略。构建餐饮老字号消费情境下由感知创新到品牌至爱的理论模型,基于餐饮老字号顾客问卷数据进行实证检验。结果表明:新消费情境下,感知创新对餐饮老字号顾客品牌至爱具有显著的促进作用;在感知创新对顾客品牌至爱的影响过程中,兴趣唤醒、文化认同和品牌共鸣起到多重链式中介作用;品牌真实性在感知创新与品牌至爱的过程机制中具有正向调节作用。建议通过多维创新手段转化文化资源,打造具有创意、技术和口碑的产品服务,坚持守正创新,深入挖掘品牌真实性的文化价值,唤醒消费者的兴趣,得到消费者的认同。
Regaining customers love through innovation is an effective solution to the problem of the decline of time-honored catering brands.This paper constructs a theoretical model from perceived innovation to brand love in the consumption context of time-honored catering brands,and conducts an empirical test based on the questionnaire data of customers of time-honored catering brands.The results show that under the new consumption situation,perceived innovation plays a significant role in promoting customers love for time-honored catering brands.In the process of perceived innovation s influence on customers brand love,interest arousal,cultural identity and brand resonance play a multiple chain intermediary role.Moreover,brand authenticity plays a positive mediating role in the process mechanism of perceived innovation and brand love.It is suggested to transform cultural resources through multi-dimensional innovation means,create products and services with creativity,technology and reputation,uphold fundamental principles and break new ground,and deeply tap the cultural value of brand authenticity to arouse consumers interest and gain their recognition.
作者
兰丹妮
Lan Danni(College of Tourism,Huaqiao University,Quanzhou 362021,China)
出处
《无锡商业职业技术学院学报》
2023年第1期55-61,共7页
Journal of Wuxi Vocational Institute of Commerce
基金
福建省社会科学基金重大项目“关于推动两岸文化旅游产业融合发展研究”(FJ2021Z026)。
关键词
餐饮老字号
感知创新
品牌共鸣
品牌至爱
time-honored catering brands
perceived innovation
brand resonance
brand love
