Heritage Branding, Customer Loyalty, and Brand Equity of Marikina Shoes: Toward a Strategic Heritage-Driven Business Sustainability Framework

Abstract

The Marikina footwear industry represents one of the Philippines’ most enduring heritage-based industries, recognized for its craftsmanship, cultural significance, and contribution to local economic development. Despite its historical prominence, the industry continues to face challenges arising from globalization, increasing competition, and the presence of imported footwear products. In response, heritage branding has emerged as a strategic approach for strengthening customer relationships and enhancing brand value. This study examined the influence of heritage branding on customer loyalty and brand equity among consumers of Marikina-made footwear and determined whether customer loyalty mediates the relationship between heritage branding and brand equity. Using a quantitative correlational research design, data were gathered from consumers who had purchased or owned Marikina footwear within the previous two years. Findings revealed that respondents positively perceived heritage branding, customer loyalty, and brand equity. Results further showed that heritage branding significantly influenced customer loyalty and brand equity, while customer loyalty significantly contributed to brand equity. Moreover, customer loyalty partially mediated the relationship between heritage branding and brand equity, indicating that heritage branding strengthens brand value both directly and indirectly through loyalty formation. The findings highlight the importance of heritage branding as a strategic resource capable of enhancing consumer relationships and sustaining competitive advantage. Based on the results, a Strategic Heritage-Driven Business Sustainability Framework was developed to support the long-term competitiveness and sustainability of Marikina footwear enterprises.