Developing a brand heritage model for time-honoured brands: extending signalling theory

Numerous time-honoured brands have been authenticated by governments and other organizations; however, there is little understanding of this special but important type brand. Drawing on signalling theory, study investigates four key aspects restaurants: brand heritage as a signal, evaluation (i.e. authenticity), consumer experience nostalgic experiences) behavioural outcomes purchase intention). A total 362 local residents were surveyed in Beijing Shanghai, the two largest metropolitan areas China. The results show that significantly affects intention both directly indirectly through authenticity experiences. findings provide insights into how to increase restaurant patrons’ perceived intention.