The Impact of Cultural Memory and Cultural Identity in the Brand Value of Agricultural Heritage: A Moderated Mediation Model

Improving the brand value of agricultural cultural heritage can promote the development of the local social economy. Meanwhile, cultural memory and brand value are inseparable. Therefore, this study took the Anxi Tieguanyin Tea Culture System as the research object, collected 679 questionnaires, ado...

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Detalles Bibliográficos
Autores principales: Zheng, Qionge, Zhang, Sunbowen, Liang, Jingxuan, Chen, Youcheng, Ye, Weijiao
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2023
Materias:
Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9952542/
https://www.ncbi.nlm.nih.gov/pubmed/36829308
http://dx.doi.org/10.3390/bs13020079
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author Zheng, Qionge
Zhang, Sunbowen
Liang, Jingxuan
Chen, Youcheng
Ye, Weijiao
author_facet Zheng, Qionge
Zhang, Sunbowen
Liang, Jingxuan
Chen, Youcheng
Ye, Weijiao
author_sort Zheng, Qionge
collection PubMed
description Improving the brand value of agricultural cultural heritage can promote the development of the local social economy. Meanwhile, cultural memory and brand value are inseparable. Therefore, this study took the Anxi Tieguanyin Tea Culture System as the research object, collected 679 questionnaires, adopted a structural equation model, and applied SPSS 26.0 and Amos 24.0 software (IBM; Armonk, NY, USA) to study the influence of agricultural heritage cultural memory on brand value. This study innovatively develops a scale of agricultural heritage cultural memory, enriches the outer edge of cultural memory theory research, broadens the vision of agricultural heritage research, and provides a useful reference for the inheritance of agricultural heritage and the promotion of brand value.
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spelling pubmed-99525422023-02-25 The Impact of Cultural Memory and Cultural Identity in the Brand Value of Agricultural Heritage: A Moderated Mediation Model Zheng, Qionge Zhang, Sunbowen Liang, Jingxuan Chen, Youcheng Ye, Weijiao Behav Sci (Basel) Article Improving the brand value of agricultural cultural heritage can promote the development of the local social economy. Meanwhile, cultural memory and brand value are inseparable. Therefore, this study took the Anxi Tieguanyin Tea Culture System as the research object, collected 679 questionnaires, adopted a structural equation model, and applied SPSS 26.0 and Amos 24.0 software (IBM; Armonk, NY, USA) to study the influence of agricultural heritage cultural memory on brand value. This study innovatively develops a scale of agricultural heritage cultural memory, enriches the outer edge of cultural memory theory research, broadens the vision of agricultural heritage research, and provides a useful reference for the inheritance of agricultural heritage and the promotion of brand value. MDPI 2023-01-17 /pmc/articles/PMC9952542/ /pubmed/36829308 http://dx.doi.org/10.3390/bs13020079 Text en © 2023 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Zheng, Qionge
Zhang, Sunbowen
Liang, Jingxuan
Chen, Youcheng
Ye, Weijiao
The Impact of Cultural Memory and Cultural Identity in the Brand Value of Agricultural Heritage: A Moderated Mediation Model
title The Impact of Cultural Memory and Cultural Identity in the Brand Value of Agricultural Heritage: A Moderated Mediation Model
title_full The Impact of Cultural Memory and Cultural Identity in the Brand Value of Agricultural Heritage: A Moderated Mediation Model
title_fullStr The Impact of Cultural Memory and Cultural Identity in the Brand Value of Agricultural Heritage: A Moderated Mediation Model
title_full_unstemmed The Impact of Cultural Memory and Cultural Identity in the Brand Value of Agricultural Heritage: A Moderated Mediation Model
title_short The Impact of Cultural Memory and Cultural Identity in the Brand Value of Agricultural Heritage: A Moderated Mediation Model
title_sort impact of cultural memory and cultural identity in the brand value of agricultural heritage: a moderated mediation model
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9952542/
https://www.ncbi.nlm.nih.gov/pubmed/36829308
http://dx.doi.org/10.3390/bs13020079
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