Since the adoption of the UNESCO Convention in 2003, policies that aim at safeguarding intangible cultural heritage (ICH) have emerged in different parts of the world. In China, promoting the productive preservation of ICH has positioned branding as an effective strategy for maintaining ICH through commercial means, grounded in the principles of brand-field theory. Deploying an empirical analysis, this study interrogates the factors influencing the construction of ICH brand fields to show how these brands can sustain their cultural value within the modern business landscape. The analysis explores three key dimensions: perceived value and ease of use, facilitating conditions, and social influence. Using SPSS 27 for statistical analysis and Amos 28 for structural equation modelling, the research applies brand field theory to ICH brands, to uncover the internal mechanisms and key drivers of brand field construction. The results show that facilitating conditions have the most significant impact on the willingness to build a brand field, while perceived value and ease of use most strongly affect the overall development of ICH brand fields. To address the challenges in building ICH brand fields, this paper suggests capitalizing on consumer habits, fostering a multi-value co-creation system, and enhancing cultural reproduction through ICH brand narratives.
Liu et al. (Thu,) studied this question.
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