本文从品牌真实性出发，从一定程度上说明了老字号餐饮品牌真实性与品牌信任、
品牌依恋以及品牌忠诚存在的关系
本文运用真实性理论，分析研究了消费者对老字号餐饮品牌忠诚的形成机制，
构建了品牌真实性、品牌信任、品牌依恋和品牌忠诚的模型。在老字号餐饮品牌
背景下，研究了老字号餐饮品牌原真实，建构真实，自我真实分别会对品牌依恋，
品牌信任和品牌忠诚产生何种影响。本文采用调查问卷方式，选取在校大学生和
消费者为调查对象，以老字号餐饮品牌为研究对象，利用 SPSS20.0 和 AMOS17.0
软件进行数据分析
实证研究结果表明，原真实和自我真实与品牌依恋，品牌信任和品牌忠诚之
间存在正相关关系，前者会对后者产生显著影响，但建构真实对品牌信任，品牌
依恋和品牌忠诚并不会产生显著影响；并且研究表明品牌依恋可以正向影响品牌
信任；同时，研究表明品牌信任和品牌依恋在原真实，自我真实与品牌忠诚之间
的部分中介作用
本文首次将品牌真实性和品牌关系理论相结合，探究老字号餐饮品牌的品牌
忠诚的形成机理，不仅拓宽了品牌真实性的研究视野，同时从品牌真实性和品牌
关系相结合的角度出发，为老字号餐饮企业提出切实可行的建议
关键词：老字号，品牌真实性，品牌信任，品牌依恋，品牌忠诚II
ABSTRACT
Brand authenticity is very important for the brand managers. With
the modern western restaurant comes, operation of China time-honored
catering enterprises becomes more difficult, the reason is because these
time-honored catering brands are excessive commercialization and lose
brand authenticity. There is no lack of relevant research, but from the
perspective of authenticity, the study of how to get out of the plight of
China time-honored catering enterprises is still relatively scarce. Based
on the authenticity of the brand, this paper verifies the relationship
between brand loyalty, brand trust and brand loyalty.
Based on the theory of authenticity, this paper analyzes the
formation mechanism of consumers’ brand loyalty of China time-honored
catering enterprises, and builds the model of brand authenticity, brand
trust, brand attachment and brand loyalty. In the context of China
time-honored catering enterprises, we study original authenticity and self
authenticity how to the impact on brand attachment trust and loyalty. This
article uses the questionnaire method, selects the university student and
the consumer as the investigation object, takes the old brand dining brand
as the research object, using SPSS and AMOS statistical software to carry
on the data analysis.
The empirical results show that the original authenticity and self
authenticity have positive impact on brand attachment, and loyalty, but
the effect of constructive authenticity on brand trust, loyalty and
attachment is not significant. And study shows that brand attachment can
positive influence brand trust. At the same time, research shows that
brand trust and attachment have mediation between the brand authenticity
and brand loyalty.
This is the first time that combines the brand authenticity and brand
relationship theory to study the formation mechanism of China
time-honored brand loyalty. It broadens the research field of authenticity,
authenticity and puts forward the feasible suggestions for China
time-honored catering enterprises from the point of view of combiningIII
brand authenticity and brand relationship.
KEY WORDS: China time-honored brand, Brand authenticity, Brand
trust, Brand attachment, Brand loyaltyIV
目录
中文摘要.....I
ABSTRACT..........II
第一章 绪论 ..........1
1.1 问题的提出 ..1
1.2 研究目标及内容......2
1.3 研究思路及方法......3
1.4 理论意义与现实意义 .........4
1.4.1 理论启示 ..........4
1.4.2 实践启示 ..........4
1.5 研究创新点 ..5
第二章 文献综述与假设提出.....7
2.1 真实性和品牌真实性 .........7
2.1.1 真实性和品牌真实性的内涵.7
2.1.2 真实性和品牌真实性相关研究回顾 ..........11
2.2 品牌信任、品牌依恋和品牌忠诚...........12
2.2.1 品牌信任的含义及相关研究...........13
2.2.2 品牌依恋的含义及相关研究...........13
2.2.3 品牌忠诚的含义及相关研究...........14
2.2.4 品牌信任、品牌依恋和品牌忠诚关系的研究 .....14
2.3 研究假设的提出....15
第三章 研究方法17
3.1 研究对象 ....17
3.2 问卷设计 ....17
3.3 预测试 ........20
3.4 正式数据收集与样本描述 ...........20
第四章 数据分析与假设检验...23
4.1 描述性统计分析....23
4.2 项目分析 ....24
4.3 信度分析 ....25
4.4 效度分析 ....26
4.4.1 原真实因子分析 .......27
4.4.2 建构真实因子分析 ...28
4.4.3 自我真实因子分析 ...29V
4.4.4 品牌依恋因子分析 ...30
4.4.5 品牌信任因子分析 ...31
4.4.6 品牌忠诚因子分析 ...
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