Study on Age Differences about Factors that Affect Intention of Renewing Consumer-Brand Relationships of Dormant Brands -Based on the Theory of Consumer Values of Generations1

摘要：

The former research has confirmed the factors that affect intention of renewing consumer-brand relationships of dormant brands, which include the initial brand-relationship quality, the initial perceived value of brand, the current perceived value of brand, link of brand emotion, memory of consumerbrand relationships, attribution of consumer-brand relationships dissolution. However, age difference about these factors has not conformed. Through the use of average structural equation model, the paper confirms the age differences are significant only as far as the initial perceived value of brand, the initial brand relationship quality, attribution of consumer-brand relationships dissolution, and perceived length of duration time of dissolution, the current perceived value of brand, nostalgic and regional emotional link that the older are significantly higher than the younger. Therefore, enterprise may adopt different strategies to activate dormant brands according to age differences about the factors.

作者: LIN Yajun LIU Jiafeng

作者单位: Chongqing Three Gorges University, P.R.China, 404000 Southwestern University of Finance and Economies, Chengdu, P.R.China, 611300

会议类型: 国际会议

会议名称: 2011 International Conference on Strategic Management(2011年战略管理国际会议 ICSM)

会议地点: 成都

会议语种:英文

页码: 745-752

在线出版日期: 2011-09-24（万方平台首次上网日期，不代表论文的发表时间）