Artistic Value Transformation and Brand Performance in Museum Cultural and Creative Products: Evidence from Shaanxi History Museum

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Jie Wu, Xiaoshu Luo, Xinyu Chen

Jie Wu is a faculty member at Zhengzhou University of Industrial Technology, Henan Province, China, holding a doctoral degree in management. His research focuses on cultural industry management and strategic planning for museum cultural products. He has published on branding strategies, artistic value transformation, and consumer perception mechanisms in the cultural and creative industries.
Xiaoshu Luo is a professor at the Shanghai Academy of Fine Arts, Shanghai University, China. His interdisciplinary research integrates art studies, aesthetic psychology, and cross-cultural communication. He specializes in analyzing how artistic elements influence consumer behavior and cultural identity, contributing insights into value perception and appreciation mechanisms in cultural product consumption. 
Xinyu Chen is a lecturer at Zhengzhou University of Industrial Technology, Henan Province, China, and a doctoral candidate at the National University of Malaysia. Her research interests span human development, consumer psychology, and cultural identity formation, focusing on the relationships between cultural product consumption, psychological development, and identity construction in educational contexts.

ABSTRACT
Museum cultural and creative (CC) products face homogeneous competition and weak brand recognition. While prior research has examined single artistic dimensions, the complete mechanism transforming multi-dimensional artistic value into brand performance remains unexplored. This study develops and tests a moderated mediation model in which artistic value (design aesthetics, cultural connotations, and creativity) influences brand performance through consumer perceived value, with cultural identity as a boundary condition. Based on 486 questionnaires from Shaanxi History Museum visitors and structural equation modeling with bootstrapping, results show that perceived value mediates 52.8% of artistic value’s effect on brand performance, and that cultural identity positively moderates the artistic value–perceived value pathway, with the effect nearly twice as strong in the high-identity group. The study also identifies an attitude–behavior gap: consumers appreciate cultural connotations, yet purchase behavior is driven more by tangible product attributes. These findings advance arts management theory and help museum managers design differentiated branding strategies.

KEYWORDS
Artistic value; perceived value; brand performance; cultural identity; museum products; branding strategy