REVITALIZING CULTURAL LEGACY THROUGH BRANDING AND TECHNOLOGY: A CONSUMER BEHAVIOR STUDY OF THE MALAYSIAN PEWTER HERITAGE INDUSTRY
This article investigates the impact of perceived value, perceived usefulness, and perceived ease of use on customer purchasing behavior in Malaysia's pewter heritage business, using branding as a mediating factor and technology as a moderator. This study looks at how cultural and emotional elements interact with digital adaptation, using recognized theoretical frameworks like the Technology Acceptance Model, Perceived Value Theory, and Aaker and Keller's Branding Model. Based on an examination of the industry's progress, problems, and marketing tactics, the study reveals crucial gaps and potential for long-term success through effective branding and technological integration. The findings help to further theoretical research and practical applications in heritage branding and consumer behavior, notably in tourism-related sectors.
Pewter Heritage, Perceived Value, Branding, Consumer Behavior, Malaysia, Technology Acceptance Model.