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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.

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.

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.

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.

This study aims to identify and examine the effect of brand reputation on brand advocacy by evaluating the mediating effect of emotional attachment. The study also tests the relationships by appraising the moderating effect of experience and price perception. The research model is also assessed across the two brand types (hedonic brands and utilitarian brands).

Overall, 426 valid questionnaires were collected through an online survey. To test the proposed hypotheses, structural equation modeling was used.

The results mainly support the model by confirming that brand reputation is positively related to emotional attachment. The brand reputation also has an indirect effect on brand advocacy through emotional attachment. The findings of the study reveal a positive relationship between emotional attachment and brand advocacy. Both moderators applied were found to reinforce the relationships. The results also show the different outcomes for the two brand types.

This research contributes to the literature by introducing and assessing a research model that displays the path in which a brand reputation significantly affects advocacy for a brand through emotional attachment. Two moderators are involved in this path. Corresponding to the research model, an assessment of hedonic and utilitarian brands is also performed.