Influencing mechanism of cross-boundary cooperation of time-honored brands on brand trust in the digital era1

Purpose This study aims to explore the mechanisms of action between cross-boundary cooperation differentiation of time-honored brands (THBs) and brand trust. Design/methodology/approach Six groups of cross-boundary cooperation cases of time-honored brands (THBs) were selected as research objects based on social cognitive theory. Seven hundred and ten valid questionnaires obtained through a network platform called SoJump were employed to explain the synergistic relationship and internal mechanism among cross-boundary cooperation differentiation of THBs, perceived coolness and brand trust. Furthermore, the moderating effect of consumer traditionality was analyzed. Findings Cross-boundary cooperation, product differentiation and image differentiation of THBs have a significantly positive influence on brand trust. Perceived coolness mediates the influence of cross-boundary cooperation, product differentiation and image differentiation of time-honored brands (THBs) on brand trust. Consumer traditionality shows a negative moderating effect in the action path of cross-boundary cooperation, product differentiation and image differentiation of THBs and brand trust. Originality/value The obtained conclusions clarify and perfect the key path of cross-boundary cooperation of THBs influencing brand trust, providing theoretical evidence for THBs to rapidly determine consumption demands in the digital era and promote rapid development through brand cross-boundary innovation. This study also provides practical inspiration for bridging the gap between the traditional skills of THBs and consumers’ demand for freshness.