A Moderated Mediation Analysis of the Relationship between Cultural Embeddedness of Regional Brand Products and Behavior Loyalty: A Case Study of Wudang Mountains in Hubei Province of China

Abstract

This study examines how sustainable development of the cultural embeddedness of regional brand products (CERBP) can be maintained, which has received limited attention. Accordingly, it proposes a novel conceptual model by integrating the theory of planned behavior with local cultural resources to gain global competitive advantage. Based on the model, this study explores both the direct and indirect effects of CERBP, perceived value (PV), and attitude on behavior loyalty (BL) (H1–H5); it also examines how perceived authenticity (PA) might moderate the relationship between CERBP and PV (H1a). The model’s validity was confirmed using a partial least squares–structural equation modeling technique based on the data collected from 397 survey responses. The results are as follows: (1) CERBP significantly and positively influenced PV and attitude. (2) PV significantly and positively influenced attitude and BL. (3) Attitude significantly and positively influenced BL. (4) PV and attitude significantly and positively mediated the relationship between CERBP and BL; compared with attitude, PV had more significant influence on BL, either directly or indirectly. (5) However, PA was an insignificant moderator of the relationship between CERBP and PV. These research findings from analysis results provide useful and important theoretical and practical implications for the sustainable development of cultural resources and regional economies.