基于体验学习的中华老字号品牌态度的影响机制研究

摘要

Time-honored brands as the nation’s historic treasures are facing brand outdated. The key to solv-ing the brand outdated is to change consumers’ brand attitude based on brand revitalization’s theory. This article studies the influence of Time-Honored Brands’ brand experience on brand attitude and discusses the mediating role of brand knowledge between brand experience and brand attitude, based on experiential learning theory and using the method of empirical research. According to the study results, this article will make management decisions to improve the Time-honored brands’ brand attitude.%中华老字号作为中华民族的历史瑰宝，目前正面临老化危机。品牌激活理论认为解决老字号品牌老化的关键在于改变消费者的品牌态度。本文从消费者体验学习理论出发，采用实证研究的方法，研究品牌体验对品牌态度的影响，并探讨品牌知识在品牌体验和品牌态度间的中介作用。同时根据三者间的影响机制提出相关管理决策进而改变消费者的品牌态度，激活中华老字号。