...Qiang Xu; You Song; Menglin Li 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...

...Joti Kumari; Yongzhong Yang; Jai Kumar Purpose This study investigates how product design incorporating traditional cultural heritage affects young consumers’ purchase intentions. Design/methodology/approach This study employs the partial least squares structural equation modeling (PLS-SEM...