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A Study on the Impact of Collaborative Branding of Intangible Cultural Heritage on Consumers Purchase Intention

Author(s)

Lu Lu*

Affiliation(s)

Yunnan College of Business Management, Kunming, Yunnan, China *Corresponding Author

Abstract

Intangible cultural heritage, a critical element of China's exceptional traditional culture, encounters practical obstacles in its preservation and development. These obstacles include inadequate market recognition, knowledge gaps, and low industrialization levels. In recent years, brand collaborations have emerged as a novel marketing approach, providing a novel pathway for the widespread dissemination and revitalization of intangible cultural heritage. This study develops a theoretical model that investigates the impact of intangible cultural heritage brand collaborations on consumer purchasing intentions, drawing on cultural identity theory, emotive value theory, and social identity theory. The empirical analysis was conducted using structural equation modeling, with a total of 426 valid responses collected through a questionnaire survey. Cultural identity has a positive impact on emotional value, with emotional value acting as a partial mediator between cultural identity and purchasing intent, according to the results. The depth of storytelling considerably enhances cultural identity, while brand image and consumer cultural literacy exert moderating effects. This research broadens the application of pertinent theories in the context of intangible cultural heritage collaborations, offering actionable insights for heritage inheritors and brands.

Keywords

Intangible Cultural Heritage; Brand Collaboration; Consumer Purchase Intention; Cultural Identity; Brand Image

References

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