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TRADITION, LANGUAGE, AND HERITAGE IN THE MARKETPLACE: EXPLORING THE CULTURAL DETERMINANTS OF BRAND ENGAGEMENT THROUGH PLS-SEM

Abstract In increasingly multicultural marketplaces, understanding how culture shapes consumer-brand relationships has become essential for marketers and policymakers. This study investigates the influence of traditional values, language affinity, and cultural heritage on brand engagement using...

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Autor principal: Oloruntoba OYEDELE
Formato: Artigo
Idioma:Inglês
Publicado em: Association of Social and Educational Innovation 2025-12-01
coleção:International Journal of Social and Educational Innovation
Assuntos:
Cultural Branding
Heritage Marketing
Brand Engagement
Language Affinity
Tradition
PLS-SEM
Acesso em linha:https://journals.aseiacademic.org/index.php/ijsei/article/view/569
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