摘要：作为中华传统文化的重要载体，老字号品牌在当代市场面临文化价值与市场价值脱节的活化困局。近年兴起的联合品牌实践虽为其提供了破局路径，但学界对“何种叙事设计能有效激活老字号”这一核心机制缺乏系统性解释，如何通过科学合理的叙事设计有效推动老字号的品牌更新与形象重塑，已成为急需深入研究的议题。本研究聚焦新老联合品牌故事的叙事方式（共时性vs.历时性），系统考察其影响老字号品牌共鸣的边界条件与内在机制。两项实验研究发现：首先，叙事方式与品牌个性契合度（高vs.低）对品牌共鸣存在显著交互效应，当新老品牌个性契合度低（vs.高）时，采用共时性（vs.历时性）叙事方式更能激发老字号品牌共鸣。当新老品牌个性高度一致时，历时性叙事通过时间轴强化历史连续性，更易激活怀旧情感；当新老品牌个性差异显著时，共时性叙事则通过场景化并置强调当下协同价值，有效规避代际冲突认知。其次，该效应通过品牌现代性感知与品牌怀旧感知的并行中介实现，反映了老字号品牌共鸣具有不同的形成路径。最后，消费者时间导向（前瞻性vs.回溯性）调节了叙事方式与品牌个性契合度对老字号品牌共鸣的交互效应，二者分别满足其对老字号品牌创新活力与历史传承的不同需求。本研究将叙事学范式引入品牌联盟情境，提出联合品牌故事的新叙事设计分类，丰富了联合品牌研究的视角，拓展了品牌共鸣理论在跨代际合作中的应用边界。在管理启示方面，为老字号品牌依据合作伙伴特质与目标客群时间导向选择叙事策略提供了可操作的决策框架。

Abstract: As an important carrier of traditional Chinese culture, time-honored brands are facing a revitalization predicament in the contemporary market where their cultural value and market value are disconnected. Although the recent emerging practice of co-branding has provided a breakthrough path for it,the academic community lacks a systematic explanation of the core mechanism of “what narrative design can effectively activate time-honored brands ”. This study focuses on the narrative style( synchronicity vs. diachronic) of the stories of new and old joint brands, systematically examining the boundary conditions and internal mechanisms that influence the resonance of time-honored brands. Two experimental studies have found that there is a significant interaction effect between narrative style and brand personality fit( high vs. low) on brand resonance, that is, synchronic narrative is better under low fit, and diachronic narrative is better under high fit. This effect is achieved through the dual-path parallel mediation of brand modernity perception and brand nostalgia perception. Consumer time orientation(retrospection vs. anticipation) further moderates the above-mentioned interaction effects. This study introduces the narrative paradigm into the context of brand alliances, expanding the application boundaries of brand resonance theory in intergenerational cooperation, and providing an operational decision-making framework for time-honored brands to select narrative strategies based on the characteristics of their partners and the time orientation of their target customer groups.