The Study on Activation Strategy of Time-honored Brand
The Study on Activation Strategy of Time-honored Brand
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DOI：
10.1051/matecconf/201710005043
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发表时间：
2017
期刊：
影响因子：
--
通讯作者：
Jiankang Mu
中科院分区：
文献类型：
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作者：
Jiankang Mu
Time-honored brands have profound cultural heritage, a large part of glorious time-honored brands has gradually disappeared from the market. Brand activation is the core of management strategic of brand equity as well as the fundamental requirement of time-honored enterprise recovery. This paper constructs the time-honored brand purchase model and finds that consumers nostalgic psychology for the consumer’s perception and buying behavior has a positive effect.
