... and social value as mediators. Findings For conservation brands, classic recreation products generate higher purchase intention by enhancing perceived emotional value. For openness brands, creative fusion products generate higher purchase intention by improving perceived social value. The matching effect...

... by increasing perceived social value and reducing psychological distance. This effect is particularly pronounced among consumers with low familiarity with cultural heritage. Originality/value This study advances metaphor theory by shifting its application from advertising messages to the material domain...