老字号品牌广告采用流行文化对品牌真实性的影响——一个有中介的调节模型

真实性是中华老字号品牌特有的优势。在当前激烈的市场竞争环境下，老字号品牌更新变得尤为重要。在老字号品牌更新过程当中，更新策略是否会对老字号品牌固有的优势与属性造成负面影响？这一问题在理论与实际上均具有深入探讨的迫切性。本章依托组织合法性理论，探讨了老字号品牌采用流行文化的广告中，消费者感知文化差异对品牌真实性的影响机制。实证研究以三个老字号品牌广告为样本，共搜集到631份有效数据。数据分析结果显示，在老字号结合流行文化元素的品牌广告中，消费者感知传统文化与流行文化的差异性对广告合法性与品牌真实性均有显著负向影响；广告合法性在消费者感知广告中文化差异与品牌真实性之间发挥部分中介作用；而消费者流行文化卷入度显著降低了广告中感知文化差异对广告合法性的影响，以及流行文化卷入度在广告中感知文化差异与品牌真实性之间的调节效应完全通过广告合法性起作用。该研究结果丰富了品牌真实性与品牌合法性领域相关文献，具有一定的理论与实践意义。

The Influence of Pop Culture is Adopted in the Advertising Activities of Time-honored Brands on Brand Authenticity——A Mediation Model

Authenticity is the unique advantage of Chinese timehonored brands. In the current fierce market competition environment, the renewal of timehonored brands has become particularly important. In the process of laozihao brand renewal, will the renewal strategy have a negative impact on the inherent advantages and attributes of laozihao brand? This problem is urgent to be discussed in theory and in practice. Based on the theory of organizational legitimacy, this study explores the influence mechanism of consumers perception of cultural differences on brand authenticity in the advertisements of timehonored brands adopting popular culture. The empirical study collected a total of 631 valid data from three timehonored brand advertisements. The result of data analysis shows that in the brand advertisement of timehonored brands combined with pop culture elements, the difference between traditional culture and pop culture perceived by consumers has a significant negative impact on the advertising legitimacy and brand authenticity. Advertising legitimacy plays an intermediary role between cultural differences and brand authenticity in consumer perceived advertising. The consumers involvement in pop culture significantly reduces the influence of perceived cultural differences in advertising on the legitimacy of advertising, and the moderating effect of perceived cultural differences in advertising on brand authenticity of pop culture involvement plays a role entirely through the legitimacy of advertising. The research results enrich the literature related to the field of brand authenticity and brand legitimacy, and have certain theoretical and practical significance.