CAJ | 학술논문

推动老字号品牌的发展是当前亟待解决的问题。本文对品牌知名度、品牌形象、品牌信任、品牌支持等对顾客感知价值的影响,以及顾客感知价值对顾客忠诚度的影响进行了问卷调研。研究发现品牌知名度并不能提升老字号的顾客感知价值及顾客忠诚度,因此不能算作老字号品牌的有效资产。而老字号的品牌知名度、品牌形象以及品牌支持在某种程度上已经成为老字号发展的包袱。
추동로자호품패적발전시당전극대해결적문제。본문대품패지명도、품패형상、품패신임、품패지지등대고객감지개치적영향,이급고객감지개치대고객충성도적영향진행료문권조연。연구발현품패지명도병불능제승로자호적고객감지개치급고객충성도,인차불능산작로자호품패적유효자산。이로자호적품패지명도、품패형상이급품패지지재모충정도상이경성위로자호발전적포복。
Building old brand assets, raising the old customer loyalty, promoting the development of internationalization of old brand lead to an urgent problem to be solved. Brand awareness, brand image, brand trust and brand support for the influence of customer perceived value, and the influence of customer perceived value on customer loyalty have been carried on the questionnaire survey in the research. It is found that brand awareness does not promote old customer perceived value and customer loyalty, and therefore it cannot be counted as old brand assets. Brand awareness, brand image and brand support, to some extent, has become the burden of the old brand developing.