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| A Study on the Dual-Directions Mediation Processes of Brand Heritage and Innovation’s Effects on Cross-Category Extension Attitude of Time-Honored Brands |
| XU Wei，GAO Changgui，WANG Li，SONG Sigen |
| 1. Anhui University of Finance & Economics，Bengbu，Anhui，China；2. Shanghai Institute of Technology， Shanghai，China |
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Abstract From the perspective of Yin-Yang harmony philosophy, this study explores and validates the two-way influence mechanism of time-honored brand heritage and innovation on the attitude toward cross-category extension by recruiting 342 participants. The results show that brand heritage enhances consumers’ authenticity perception, thus sparkling consumers’ brand association, which finally improves their attitude toward the brand’s cross-category extension. Conversely, brand innovation reduces consumers’ authenticity perception, thus hindering brand association, which finally decreasing the attitude of cross-category extension. Brand heritage inhibits consumers’ inspiration arousal and inspiration intention, which finally leads negative attitudes of cross-category extension. Conversely, brand innovation stimulates consumers’ inspiration motivation and inspiration intention, which finally increases the positive attitude of cross-category extension. Authenticity perception and brand association play a fully mediating role in the above mechanism, while inspiration motivation and inspiration intention fully mediate the influence mechanism of inspiration.
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Received: 22 April 2024
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