研究从老字号的基本特征出发,选择代际影响和品牌资产相结合的视角,借助本土化的中国消费者-品牌关系质量(CBRQ)模型,考察老字号品牌资产在上辈和下辈之间的传承现象.结果表明,除了信任之外,来自上辈的老字号资产基本无法传承给下辈.更有甚者,上辈受下辈的反向影响破坏了上辈与老字号的积极品牌关系.这个结果对老字号品牌复兴具有重要的管理指导意义.,Using an indigenous model of Chinese brand relationship quality (CBRQ), the author analyzes the transfer phenomenon of the time-honored brand equity between parents and children from the perspective of combining intergenerational influence and brand equity. Results show that the time-honored brand equity from parents basically has no way to pass on to their children besides trust. Moreover, the positive relationships between parents and the time-honored brands are even destroyed to some extent. Implications related to the revitalization of the time-honored brands are also discussed.