The Impact of the Dimensions of Nostalgic Culture on the Brand Equity of Shanxi Chinese Time-Honored Brands

Jiang Zhu; Wasin  Phromphithakkul

doi:10.60027/ijsasr.2024.4345

Authors

Jiang Zhu School of Management, Shinawatra University, Thailand https://orcid.org/0009-0007-0026-3918
Wasin Phromphithakkul School of Management, Shinawatra University, Thailand https://orcid.org/0000-0002-7387-5372

DOI:

https://doi.org/10.60027/ijsasr.2024.4345

Keywords:

Nostalgic Culture; , Chinese time-honored Brands; , Experiential Value; , Renewal of Perception

Abstract

Background and Aim: Nostalgic culture plays a vital role in shaping the brand equity of Chinese time-honored brands. However, due to historical factors, deficiencies still exist in brand equity management. This study aims to explore the influence of nostalgic culture on the brand equity of Shanxi time-honored brands. Assuming that nostalgic culture has a positive impact on the brand equity of Chinese time-honored brands, our findings reveal that nostalgic culture significantly affects brand recognition and can enhance consumers' memory and awareness of the brand.

Materials and Method: This article employs a semi-structured interview method to gather interview data from 20 consumers of time-honored brands across 5 time-honored stores in the Taiyuan and Datong areas. Grounded theory methods are then utilized to thoroughly explore the impact mechanism of nostalgic culture on the brand equity of Chinese time-honored brands, elucidating the research findings from a theoretical perspective.

Results: Through research on time-honored brand enterprises in various industries in Shanxi Province, grounded theory was employed to conduct a qualitative study on the assets of Chinese time-honored brands from the perspective of nostalgic culture. The theoretical model, consisting of three components: nostalgic cultural objects, nostalgic cultural carriers, and nostalgic cultural functions, elucidates the main factors of the nostalgic cultural dimension on the assets of Chinese time-honored brands.

Conclusion: The dimension of nostalgic culture directly and positively impacts consumer perception renewal and elements of time-honored brand equity inheritance. For practitioners, this study offers valuable insights into enhancing brand equity within the framework of nostalgic culture. These findings can be utilized by practitioners to develop more effective brand management strategies and facilitate brand inheritance and development. Additionally, these results offer scholars a new research perspective and avenues for future exploration, further advancing academic progress in the fields of brand management and cultural inheritance.

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