Communications in Humanities Research ISSN: 2753-7072
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Research Article

Study on the Impact of Brand Characteristics of Pastry Time-Honored Brands on Consumers' Purchase Intention—A Case Study of Beijing Daoxiangcun Zero Store

Yuhan DongBeijing Technology and Business University*

* Corresponding author: [email protected]

Abstract

The rejuvenation of time-honored brands faces dual challenges of upholding tradition and pursuing innovation. Taking Beijing Daoxiangcun Zero Store as an example, this paper constructs an analytical framework covering four dimensions: brand cultural inheritance, brand fun richness, in-store service and creative activities, based on brand authenticity and customer experience management theories. Empirical tests are conducted using factor analysis and regression analysis with 314 questionnaire data samples. The results show that all four dimensions have a significantly positive impact on purchase intention. The study reveals the synergistic mechanism of original authenticity and constructed authenticity management for time-honored brands, as well as the practical path of customer experience management, providing theoretical support and practical reference for their digital transformation.

Keywords: Time-honored Brands; Brand Characteristics; Brand Authenticity Management; Customer Experience Management; Purchase Intention
Published: May 25, 2026
DOI: 10.54254/2753-7064/2026.33886
Volume: CHR Vol.111
pp. 33-42
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