Research on the Influence of Cultural Memory in Agricultural Heritage on Brand Loyalty
Abstract
:1. Introduction
2. Literature Review and Hypothesis Development
2.1. Cultural Memory
2.2. Brand Experience
2.3. Brand Value Co-Creation
2.4. Brand Image
2.5. Brand Loyalty
2.6. Mediation Effects
2.7. Serial Mediation Effects
3. Methodology
3.1. Case Introduction
3.2. Sample and Data Collection
3.3. Measurement
3.4. Data Analysis
4. Data Analyses and Results
4.1. Measurement Model Assessment
4.2. Structural Model and Hypothesis Testing
4.3. Multigroup Analysis
5. Discussion and Conclusions
5.1. Discussion of the Findings
5.2. Contributions to Theory
5.3. Implications for Management
5.4. Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Items | Frequency | Percent (%) |
---|---|---|
Gender | ||
Male | 229 | 53.6 |
Female | 198 | 46.4 |
Age | ||
18–30 | 292 | 68.4 |
31–40 | 80 | 18.7 |
41–50 | 42 | 9.8 |
51–60 | 7 | 1.6 |
61 or over | 6 | 1.4 |
Educational background | ||
Junior high school and below | 20 | 4.7 |
Senior high school | 33 | 7.7 |
Junior college | 45 | 10.5 |
Undergraduate | 287 | 67.2 |
Graduate and above | 42 | 9.8 |
Monthly income (RMB) | ||
4000 or below | 154 | 36.1 |
4001–6000 | 89 | 20.8 |
6001–8000 | 62 | 14.5 |
8001–10,000 | 41 | 9.6 |
10,000 or over | 81 | 19 |
Occupation | ||
Full-time student | 206 | 48.2 |
Employees of enterprises and public institutions | 75 | 17.6 |
Civil servant | 14 | 3.3 |
Teacher | 18 | 4.2 |
Retirees | 3 | 0.7 |
Other staff | 111 | 26 |
Constructs | Factor Loadings | Cronbach’s Alpha | CR | AVE |
---|---|---|---|---|
Cultural memory | 0.966 | 0.973 | 0.879 | |
I know something about the culture and history of the Anxi Tieguanyin tea culture system. | 0.941 | |||
I know the tea ceremony spirit of the Anxi Tieguanyin tea culture system. | 0.938 | |||
I have heard about the mythological origins of the Anxi Tieguanyin tea culture system. | 0.925 | |||
I have heard of religious beliefs associated with the Anxi Tieguanyin tea culture system. | 0.947 | |||
I know the tea customs of the Anxi Tieguanyin tea culture system, such as tea competitions or tea king competitions. | 0.937 | |||
Brand experience | 0.959 | 0.967 | 0.829 | |
I think I have a strong sense of culture in the Anxi Tieguanyin tea culture system tourism. | 0.902 | |||
The systematic tour of the Anxi Tieguanyin tea culture left a deep impression on my vision. | 0.927 | |||
Traveling in the Anxi Tieguanyin tea culture system made me think. | 0.913 | |||
Traveling in the Anxi Tieguanyin tea culture system makes me feel relaxed. | 0.915 | |||
Traveling in the Anxi Tieguanyin tea culture system makes me interesting. | 0.926 | |||
Traveling in the Anxi Tieguanyin tea culture system makes me feel happy. | 0.879 | |||
Brand value co-creation | 0.955 | 0.967 | 0.881 | |
I have already shared information about the Anxi Tieguanyin tea culture system tour with others. | 0.922 | |||
I frequently mention the Anxi Tieguanyin tea culture system when discussing travel and cultural exploration options with friends and family. | 0.952 | |||
I expressed what I wanted the Anxi Tieguanyin tea culture system tourism brand to do. | 0.934 | |||
I have given others advice on the tourism brand construction of the Anxi Tieguanyin tea culture system. | 0.946 | |||
Brand image | 0.946 | 0.959 | 0.823 | |
The Anxi Tieguanyin tea culture system tourism value for money. | 0.921 | |||
There is a reason to go to the Anxi Tieguanyin tea culture system and not choose other destinations. | 0.911 | |||
The Anxi Tieguanyin tea culture system tourism brand is very unique. | 0.915 | |||
The Anxi Tieguanyin tea culture system tourism brand is very interesting. | 0.914 | |||
I have a distinct sense of the Anxi Tieguanyin tea culture system tourist. | 0.875 | |||
Brand loyalty | 0.937 | 0.955 | 0.841 | |
Traveling to the Anxi Tieguanyin tea culture system satisfies me. | 0.933 | |||
Traveling to the Anxi Tieguanyin tea culture system develops my personality and style very well. | 0.94 | |||
I am willing to visit the Anxi Tieguanyin tea culture system again. | 0.871 | |||
I am willing to recommend people around me experience the Anxi Tieguanyin tea culture system. | 0.924 |
Latent Variable | BVC | BI | BL | CM | BE |
---|---|---|---|---|---|
BVC | 0.938 | ||||
BI | 0.752 | 0.907 | |||
BL | 0.879 | 0.782 | 0.917 | ||
CM | 0.819 | 0.78 | 0.832 | 0.938 | |
BE | 0.849 | 0.802 | 0.863 | 0.875 | 0.911 |
Hypotheses | Effect (β-Value) | Boot SE (STDEV) | t-Value | p-Value |
---|---|---|---|---|
CM→BE | 0.875 | 0.021 | 42.155 | 0.000 *** |
CM→BVC | 0.326 | 0.069 | 4.645 | 0.000 *** |
CM→BI | 0.272 | 0.080 | 3.506 | 0.000 *** |
CM→BL | 0.263 | 0.062 | 4.319 | 0.000 *** |
BE→BVC | 0.563 | 0.067 | 8.314 | 0.000 *** |
BE→BI | 0.411 | 0.082 | 4.921 | 0.000 *** |
BE→BL | 0.479 | 0.067 | 7.353 | 0.000 *** |
BVC→BI | 0.182 | 0.073 | 2.478 | 0.013 * |
BI→BL | 0.192 | 0.058 | 3.303 | 0.001 ** |
Hypotheses | Effect [β-Value] | Boot SE [STDEV] | t-Value | p-Value |
---|---|---|---|---|
CM→BI→BL | 0.052 | 0.02 | 2.649 | 0.008 ** |
BE→BI→BL | 0.079 | 0.023 | 3.424 | 0.001 ** |
CM→BVC→BI→BL | 0.011 | 0.008 | 1.383 | 0.167 |
BE→BVC→BI→BL | 0.020 | 0.013 | 1.452 | 0.147 |
Variable Name | Define and Assign Values | Proportion |
---|---|---|
Gender | Male | 53.6% |
Female | 46.4% | |
Occupation | students | 48.2% |
non-students | 51.8% | |
Monthly income (RMB) | <6000 | 56.9% |
≥6000 | 43.1% |
β (Male) | β (Female) | STDEV (Male) | STDEV (Female) | t (Male) | t (Female) | p (Male) | p (Female) | |
---|---|---|---|---|---|---|---|---|
CM→BE | 0.890 | 0.856 | 0.026 | 0.034 | 34.189 | 24.934 | *** | *** |
CM→BVC | 0.329 | 0.307 | 0.104 | 0.087 | 3.162 | 3.533 | 0.002 ** | *** |
CM→BI | 0.304 | 0.235 | 0.102 | 0.123 | 2.987 | 1.921 | 0.003 ** | 0.049 * |
CM→BL | 0.231 | 0.290 | 0.092 | 0.078 | 2.502 | 3.7 | 0.012 * | *** |
BE→BVC | 0.563 | 0.577 | 0.102 | 0.081 | 5.546 | 7.083 | *** | *** |
BE→BI | 0.416 | 0.400 | 0.108 | 0.129 | 3.855 | 3.105 | *** | 0.002 ** |
BE→BL | 0.499 | 0.467 | 0.095 | 0.085 | 5.24 | 5.481 | *** | *** |
BVC→BI | 0.132 | 0.242 | 0.11 | 0.096 | 1.2 | 2.517 | 0.23 | 0.012 * |
BI→BL | 0.199 | 0.185 | 0.089 | 0.061 | 2.239 | 3.025 | 0.025 * | 0.002 ** |
β (Students) | β (Non-Students) | STDEV (Students) | STDEV (Non-Students) | t (Students) | t (Non-Students) | p (Students) | p (Non-Students) | |
---|---|---|---|---|---|---|---|---|
CM→BE | 0.813 | 0.897 | 0.046 | 0.024 | 17.869 | 37.791 | *** | *** |
CM→BVC | 0.417 | 0.225 | 0.103 | 0.079 | 4.054 | 2.83 | *** | 0.005 ** |
CM→BI | 0.264 | 0.275 | 0.113 | 0.106 | 2.333 | 2.6 | 0.02 * | 0.009 ** |
CM→BL | 0.300 | 0.214 | 0.078 | 0.088 | 3.842 | 2.427 | *** | 0.015 * |
BE→BVC | 0.386 | 0.695 | 0.096 | 0.077 | 4.019 | 9.022 | *** | *** |
BE→BI | 0.390 | 0.405 | 0.107 | 0.134 | 3.649 | 3.013 | *** | 0.003 ** |
BE→BL | 0.432 | 0.523 | 0.081 | 0.101 | 5.342 | 5.203 | *** | *** |
BVC→BI | 0.134 | 0.211 | 0.087 | 0.124 | 1.531 | 1.701 | 0.126 | 0.089 |
BI→BL | 0.17 | 0.208 | 0.054 | 0.101 | 3.126 | 2.062 | 0.002 ** | 0.039 * |
β (<6000) | β (≥6000) | STDEV (<6000) | STDEV (≥6000) | t (<6000) | t (≥6000) | p (<6000) | p (≥6000) | |
---|---|---|---|---|---|---|---|---|
CM→BE | 0.846 | 0.903 | 0.033 | 0.026 | 25.773 | 35.252 | *** | *** |
CM→BVC | 0.324 | 0.313 | 0.101 | 0.08 | 3.194 | 3.91 | 0.001 ** | *** |
CM→BI | 0.251 | 0.303 | 0.099 | 0.124 | 2.536 | 2.439 | 0.011 * | 0.015 * |
CM→BL | 0.316 | 0.164 | 0.071 | 0.099 | 4.421 | 1.657 | *** | 0.098 |
BE→BVC | 0.539 | 0.600 | 0.097 | 0.079 | 5.559 | 7.599 | *** | *** |
BE→BI | 0.463 | 0.344 | 0.099 | 0.143 | 4.7 | 2.405 | *** | 0.016 * |
BE→BL | 0.398 | 0.600 | 0.07 | 0.105 | 5.66 | 5.74 | *** | *** |
BVC→BI | 0.167 | 0.200 | 0.079 | 0.135 | 2.1 | 1.477 | 0.036 * | 0.14 |
BI→BL | 0.229 | 0.163 | 0.06 | 0.093 | 3.817 | 1.743 | *** | 0.081 |
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Liang, J.; Zhang, S.; Lu, L. Research on the Influence of Cultural Memory in Agricultural Heritage on Brand Loyalty. Sustainability 2024, 16, 4162. https://doi.org/10.3390/su16104162
Liang J, Zhang S, Lu L. Research on the Influence of Cultural Memory in Agricultural Heritage on Brand Loyalty. Sustainability. 2024; 16(10):4162. https://doi.org/10.3390/su16104162
Chicago/Turabian StyleLiang, Jingxuan, Sunbowen Zhang, and Lu Lu. 2024. "Research on the Influence of Cultural Memory in Agricultural Heritage on Brand Loyalty" Sustainability 16, no. 10: 4162. https://doi.org/10.3390/su16104162