CULTURAL IDENTITY AS A MODERATOR BETWEEN CROSS-OVER INNOVATION AND PERCEIVED INNOVATIVENESS: EVIDENCE FROM CHINESE TIME-HONORED BRANDS

Abstract This study investigates the moderating role of cultural identity in the relationship between cross-over innovation and perceived innovativeness among young consumers of Chinese time-honored brands. Drawing on Social Identity Theory and the Diffusion of Innovation framework, the study uses survey data from 384 respondents and conducts moderation analysis. Results show that both product and marketing cross-over innovations significantly enhance perceived innovativeness, with cultural identity strengthening these effects. The findings highlight the importance of aligning innovation strategies with consumers’ cultural values to increase brand relevance.