Role of Brand Heritage in Developing Brand Loyalty; examining the mediation of Brand Trust with Special Reference to Sri Lankan Tea Brands

Abstract

The tea industry, a cornerstone of Sri Lanka’s economy and cultural identity, has faced significant challenges, including declining domestic consumption, over the past two years. Against this backdrop, it is crucial to understand how a brand’s historical and cultural heritage influences consumer behavior, as literature support on the relationship is inconclusive in nature. The study employed quantitative methodology, the study collected data from 354 respondents through structured questionnaires. Data analysis was conducted using IBM SPSS.The findings confirm that brand heritage has a significant positive impact on brand loyalty, both directly and indirectly, through the mediating role of brand trust. Brands with a strong heritage are perceived as more authentic and trustworthy, leading to deeper emotional connections and sustained loyalty. These results validate the hypotheses and underscore the importance of trust as a critical mediator in transforming heritage into customer commitment. The outcomes underscore the dynamic role of brand heritage, not as a static attribute but as an evolving strategy that must adapt to contemporary market conditions.In conclusion, this study reaffirms the importance of brand heritage as a strategic asset for fostering trust and loyalty. Sri Lankan tea brands can achieve sustained relevance and competitive advantage by leveraging their rich historical and cultural legacies while addressing modern consumer demands. The integration of heritage-driven narratives with trust-building efforts offers a pathway to revitalizing the domestic tea market and positioning Sri Lankan tea brands as globally competitive and culturally resonant.