Structural Dimensions and Model Construction of Influencing Factors of Time-honored Brands'Revival——Exploratory research based on the Grounded Theory
Time-honored brands are the crystallization of the excellent Chinese traditional culture,which have non-renewable economic,cultural and social values.Under the impact of the digital economy,many time-honored brands have fallen into the dilemma of brand aging due to development stagnating and retreating and even have withdrawn from the market.Literature research has explored the reasons and revival strategies that lead to the difficulties faced by time-honored brands from different perspectives,but no systematic study on the influencing factors and mechanisms of the revival of time-honored brands is put forward.Based on in-depth interviews with 63 interviewees,the grounded theory is used to explore the influencing factors of time-honored brands'revival and construct the structural dimension theoretical model.The research results indicate that the factors affecting time-honored brands'revival come from brands,products,environment,consumers and culture.Based on the influencing factors of the revival of time-honored brands,strategies for the revival of time-honored brands are proposed,i.e.,promoting brand innovation continuously,upgrading the products to enrich consumer experience,utilizing modern technology to assist in the inheritance of traditional skills,and exploring the cultural value and rebuilding emotional connections with consumers.
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