Ke Di, Li Guodong, Jiang Yichen, Li Yuanyuan, Liu Yi
School of Economics and Management, Civil Aviation University of China, Tianjin, China.
Zhejiang Science and Technology Information Research Institute, Hangzhou, China.
Front Psychol. 2023 Jan 31;13:1041022. doi: 10.3389/fpsyg.2022.1041022. eCollection 2022.
Innovation has become an important means to promote the high-quality development of time-honored brands. However, the research on how to stimulate innovation investment in time-honored brands, especially that conducted in the local context, is still rare. To supplement the research limitations, this study adopts the perspective of dual ethical patterns and is set in the domestic context to explore the ethical influence of traditional cultures and marketization on the innovation investment of time-honored brands.
We proposed two complementary methods, which are OLS regression and fsQCA analysis respectively, to systematically analyze the mechanism and key path of the dual ethical pattern to promote the innovation of time-honored brands.
The results show that traditional culture and marketization level are both positively related to the innovation of time-honored brands. However, traditional culture and marketization level are mutually exclusive in their process of affecting the innovation of time-honored brands.
This paper advances time-honored brands literature by highlighting the dual ethic pattern formed by traditional culture and marketization level on the innovation investment of time-honored brands. The findings respond to the academic debate between traditional culture and the innovation of time-honored brands, while enriching the research scope on the innovation mechanism of time-honored brands in the local context.
创新已成为推动老字号品牌高质量发展的重要手段。然而，关于如何激发老字号品牌的创新投入，尤其是在本土背景下的相关研究仍较为少见。为弥补研究不足，本研究采用双重伦理模式视角，以国内为背景，探讨传统文化与市场化对老字号品牌创新投入的伦理影响。
我们提出了两种互补方法，分别是OLS回归和fsQCA分析，以系统分析双重伦理模式促进老字号品牌创新的机制和关键路径。
结果表明，传统文化和市场化水平均与老字号品牌的创新呈正相关。然而，传统文化和市场化水平在影响老字号品牌创新的过程中相互排斥。
本文通过突出传统文化和市场化水平在老字号品牌创新投入上形成的双重伦理模式，推进了老字号品牌相关文献的研究。研究结果回应了传统文化与老字号品牌创新之间的学术争论，同时丰富了本土背景下老字号品牌创新机制的研究范围。
