Abstract:

By using LISREL 8.80 and AMOS 22, this paper collects1037 valid consumer samples in Yunnan province to build the generalized model of Yunnan consumer recognition of Yunnan time-honored brands. Through the model construction, the consumer cognition of Yunnan time-honored brands, the path of brand word-of-mouth formation and various influencing factors in the word-of-mouth formation process can be understood. This paper puts forward the marketing improvement suggestions for the future development of Yunnan time-honored brands, thus contributing to the brand construction, brand communication, brand recognition enhancement, good reputation construction, Yunnan local brand protection and the inheritance of excellent traditional Chinese culture.

Key words:

Yunnan time-honored brand, recognition model, brand communication, SEM