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中文摘要：
真实性是当代生活的重要内容,也是老字号成功的核心元素,探讨老字号真实性的内涵是老字号真实性问题研究的关键。在深度访谈的基础上,本文利用扎根理论将老字号真实性界定为消费者对老字号现客体或自我主体展示老字号原物程度的感知,它有客观真实、建构真实和自我真实等三种形式,通过阐释将老字号真实性的特征归纳为原物主导、社会情境驱动和非商业动机等三个方面。
英文摘要：
Authenticity has been the important content of contemporary life,and also has been identified as the pivotal attribute of time-honored brands＇ success. This paper investigates the meaning of time-honored brands＇ authenticity for the first time. Based on the data collected from in-depth interview,we use grounded theory to define the concept of authenticity of time-honored brands,and to divide it into three dimensions—objective,constructive and self authenticity. Then,we interpret the characteristics of authenticity as original leading,social context and non-commercial leading. Finally,we point out some limitations and propose some suggestions for future research.
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