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中文摘要：
由于缺乏老字号真实性的量表,运用真实性理论解决老字号老化问题一直进展缓慢。为此,在真实性理论和深度访谈的基础上编制了老字号真实性问卷,选择上市公司老字号品牌作为测试品牌,并通过探索性和验证性因子分析开发了一个具有良好信度和效度的老字号真实性量表。量表包含原真实、建构真实和自我真实3类真实性,层级回归分析结果表明,老字号的3类真实性均有助于提升消费者对老字号的品牌认同。研究结果不仅在理论上推进了老字号真实性的实证研究,也为老字号的长期品牌管理提供了参考和依据。
英文摘要：
Authenticity theory provides a new idea to solve time-honored brand aging problem. But relevant research has been seriously lagging behind, and the main reason lies in the lack of time- honored brand authenticity scales. Compiling questionnaire based on authenticity theory and in-depth interview data, we select time-honored brands of listed companies as subject brands, and construct THBA scale with good reliability and validity through exploratory and confirmatory factor analysis. We distinguish three dimensions and name them as original, constructive, and self authenticity. Moreover, subsequent results by hierarchical regression analysis showed that these three types of authenticity are helpful for consumers to enhance their brand identity. Our results contribute to long-term brand management of time-honored brand.
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