Abstract: Brand personality is an important content of research on long-term brand management; otherwise studies on the scales of China time-honored brand’s (CTHB’s) personalities and their relationships between consumer’s attitude and behavior have still been blank. First, this paper generates the vocabularies that represent CTHB’s personalities by inductive method, develops the scales of CTHB’s personalities through exploratory factor analysis, and interprets the dimensions as elegance, wisdom, morality, pureness and antiquity according to Chinese culture. Secondly, this paper proposes a structural model of the relationships between the perception of CTHB’s personality and consumer’s brand identification and loyalty. On the basis of empirical analysis, the results indentify their relationships. Finally, this study concludes with some strategies and proposes some future research.

摘要： 品牌个性是老字号长期品牌管理研究的重要内容，但老字号品牌个性量表及其与消费者态度和行为之间关系的研究却仍是空白。研究通过归纳法生成老字号个性词汇，利用探索性因子分析开发老字号品牌个性量表，在中国文化背景下将其维度阐释为雅、智、德、淳、古。在文献回顾的基础上构建老字号个性感知与消费者个性认同以及品牌忠诚关系的结构模型，并在实证分析的基础上验证它们之间的关系。最后提出对策和未来研究建议。