The Influence of Social Exclusion on the Time-honored Brand Revitalization Strategy Effect: The Mediation of Time Perspective

Abstract

Abstract:

The choice of time-honored brand revitalization strategies is an important issue in the marketing practice, which has an impor-tant theoretical significance and practical value. This paper investigates the effect of time-honored brand revitalization strategy based on the social exclusion context, and introduces time perspective theory to explore the mediating mechanism of the relationship between social exclusion and brand revitalization strategy effect. The results show that consumers who are excluded because of inferiority report higher purchasing intention under the nostalgic strategy and past time perspective serves as a mediator, and consumers who are excluded be-cause of superiority report higher purchasing intention under innovative strategy and future time perspective serves as a mediator. Finally, this paper discusses the marketing implications, such as how to apply the social exclusion elements to the time-honored brand revitaliza-tion strategy, and points out the limitation and future research direction.

Key words: social exclusion, time-honored brand, brand revitalization, time perspective

Jiang Hongyan, Wang Yu, Ji Feng, Sun Peizhen. The Influence of Social Exclusion on the Time-honored Brand Revitalization Strategy Effect: The Mediation of Time Perspective[J]. , 2016, 28(11): 95-105.

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