| Abstract: | The time-honored brand is the best brand retained from centuries of business and handicraft competition, representing inestimable brand, economic and cultural value. However, it has encountered the issue of heritage in the new era. To address this issue, in view of the critical role of customer word-of-mouth (WOM) in brand inheritance and reputation, this study constructed and examined the WOM path of time-honored catering brands by investigating 606 customers. Its conclusions highlight the positive antecedent of brand authenticity for customers' in-person WOM and EWOM. The path is influenced by the mediation mechanisms of response (awakening of interest), cognition (brand experience) and affection (brand identification). Moreover, the interaction between creative performance and brand authenticity can positively promote customers' brand experience. However, cultural proximity plays different roles in the stages of customers' brand attitudes and behaviors. The results provide managerial implications for how to promote the sustainable inheritance of traditional brands. |
