Understanding the Impact of Cultural Heritage Design Infusion on Brand Evaluation: Boundary Conditions of Repeated Exposure on Social Media

Abstract

Abstract

Background and Research Gap: Driven by both digital marketing and the growing emphasis on cultural confidence, cultural heritage elements have been widely incorporated into product design and brand marketing. However, within the information-overloaded environment of social media, it remains unclear whether excessive exposure may weaken the positive effects generated by cultural heritage design infusion. Empirical evidence on this issue is still limited.

Methods: Drawing on the art infusion effect and aesthetic fatigue theory, this study develops a moderated mediation model to examine the mechanism through which cultural heritage design infusion influences consumer brand evaluation.

Research Design: Three progressive online experiments (N = 839) were conducted. Using ANOVA, Linear Mixed Models (LMM), and PROCESS Macro, the study analyzed consumers’ responses to different types of cultural heritage design under varying levels of exposure frequency.

Key Findings: The results indicate that both tangible and intangible cultural heritage design infusion significantly enhance consumers’ perceived cultural value, thereby improving brand evaluation. However, repeated exposure on social media acts as a critical boundary condition moderating this process. As exposure frequency increases, consumers experience aesthetic fatigue, which significantly weakens the positive impact of cultural heritage design infusion on brand evaluation.

Contributions: This study is among the first to introduce aesthetic fatigue theory into the research on cultural heritage design infusion. It reveals the pattern of diminishing marginal utility of cultural elements in digital marketing contexts and provides both theoretical insights and practical guidance for brands in developing effective exposure strategies in cross-sector collaborations and digital marketing.

Keywords: cultural heritage design infusion; brand evaluation; perceived cultural value; repeated exposure; aesthetic fatigue; cross-innovation design