I Am What I'm Proud of: How Does Perceive Brand Heritage Influence Brand Purchase Through Consumer Emotional Resonance and Self‐Brand Identification

ABSTRACT Brand heritage is widely acknowledged as a critical brand asset; however, the mechanisms underlying how perceived brand heritage (PBH) shapes consumer decision‐making in digital contexts (e.g., live commerce) remain inadequately explored. Grounded in customer‐based brand equity theory and knowledge management theory, we propose a dual‐mediation model wherein emotional resonance and consumer–brand identification transmit the impact of PBH on purchase intention. A preregistered empirical study was conducted on a real‐world live‐streaming platform to test the hypothesized framework. The findings demonstrate that PBH significantly enhances PI through both ER and consumer–brand identification. Moreover, brand awareness moderates the mediating effect of consumer–brand identification, whereas interactivity moderates the effect of emotional resonance on purchase intention. This research enriches the consumer–brand relationship literature by delineating the psychological pathways linking PBH to PI, and provides actionable insights for brands aiming to leverage brand heritage to strengthen consumer engagement in live‐streaming commerce.