Extension of heritage brands and consumer purchase intention with the moderating role of pop culture involvement: an empirical analysis of time-honoured brands in China
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 20 November 2023
Abstract
Purpose
This study explores the influence of heritage brand extension on consumer purchase intention and analyses the effects of pop culture involvement. The extension of heritage brands is becoming increasingly difficult because such an extension needs to be consistent with the unique characteristics of brands and resonate with consumers. However, few scholars discuss the influence of consumers' level of pop culture involvement on brand extension and purchasing behaviour.
Design/methodology/approach
Taking time-honoured brands as an example, this study established a conceptual model based on a comprehensive review of the literature, and then tested the model using a sample of 255 respondents who were familiar with one of the selected Chinese time-honoured brands. Structural equation modelling was used to analyse the relationships amongst brand extension fit, pop culture involvement, perceived value and purchase intention.
Findings
Time-honoured brand extension fit has a positive impact on consumer purchase intention, and this path is significantly influenced by the mediation mechanisms of perceived value. Situational pop culture involvement can significantly strengthen the relationship between time-honoured brand extension fit and perceived value, whereas enduring pop culture involvement does not.
Originality/value
The results clarify and expand on the different roles of cultural involvement in time-honoured brands and broaden research on the influence of cultural involvement in this regard. This study has significant theoretical value for the inheritance and revival of heritage brands and provides a reference for the practice of time-honoured brands.
Keywords
Acknowledgements
The authors would like to thank the Editor-in-Chief Ian Phau and the two anonymous reviewers for their honest, helpful and constructive comments. This work was funded by grants from the National Natural Science Foundation of China (No. 71901226), Youth Project of Humanities and Social Sciences of the Ministry of Education in China (No. 23YJC630050), Hunan Provincial Natural Science Foundation of China (No. 2022JJ40283), and the Scientific Research Foundation of Hunan Provincial Education Department (No. 20B356).
Citation
He, J., Xiang, J. and Wang, J. (2023), "Extension of heritage brands and consumer purchase intention with the moderating role of pop culture involvement: an empirical analysis of time-honoured brands in China", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-05-2023-0442
Publisher
:Emerald Publishing Limited
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