Study on Age Differences about Factors that Affect Intention of Renewing Consumer-Brand Relationships of Dormant Brands -Based on the Theory of Consumer Values of Generations1

摘要

The former research has confirmed the factors that affect intention of renewing consumer-brand relationships of dormant brands, which include the initial brand-relationship quality, the initial perceived value of brand, the current perceived value of brand, link of brand emotion, memory of consumerbrand relationships, attribution of consumer-brand relationships dissolution. However, age difference about these factors has not conformed. Through the use of average structural equation model, the paper confirms the age differences are significant only as far as the initial perceived value of brand, the initial brand relationship quality, attribution of consumer-brand relationships dissolution, and perceived length of duration time of dissolution, the current perceived value of brand, nostalgic and regional emotional link that the older are significantly higher than the younger. Therefore, enterprise may adopt different strategies to activate dormant brands according to age differences about the factors.