Purpose With cultural heritage increasingly integrated into product design, metaphors have become a key means of conveying cultural and symbolic value. This study investigates how the alignment between metaphor type and product type influences brand status perceptions and the underlying psychological mechanisms. Design/methodology/approach Using three 2×2 between-subjects experiments conducted in China (Study 1: n = 270; Study 2: n = 281; Study 3: n = 300), this research examines the effect of the congruence between cultural heritage metaphors and product types on brand status and investigates the underlying mechanisms. Data were examined using ANOVA and PROCESS analysis. Findings The results show that the alignment between cultural heritage metaphors and product types significantly enhances brand status evaluations by increasing perceived social value and reducing psychological distance. This effect is particularly pronounced among consumers with low familiarity with cultural heritage. Originality/value This study advances metaphor theory by shifting its application from advertising messages to the material domain of product design, demonstrating how cultural heritage metaphors work not only as communicated meanings but as built-in design cues that shape consumers’ evaluations. Crucially, by revealing the conditions under which these metaphors align with product type to enhance social value and reduce psychological distance, the study helps overcome the double-edged effects that often undermine metaphor effectiveness in marketing.
Xu et al. (Tue,) studied this question.