From Cultural Indicators to Value Creation: Lifestyle Branding Through Cultural Assests within the Social Commerce Competitive Landscape

Abstract

The objectives if this article are to review concepts and theoretical frameworks related to lifestyle branding through cultural indicators, analyze appropriate strategies within online business contexts, and propose practical guidelines for entrepreneurs seeking to leverage these cultural assets for sustainable commercial value creation. The study employs a literature review combined with case study analysis of three Thai lifestyle product brands with national and international recognition: PAÑPURI, Jim Thompson, and THANN. The analysis identified three approaches leading to success: 1) selecting cultural indicators that prioritize depth over breadth; 2) establishing coherence among cultural indicators, product attributes, and consumer experiences across all channels to maintain brand identity; and 3) investing in culturally-driven digital storytelling alongside the development of community-centric commerce that organically transforms consumers into brand advocates. In conclusion, the findings suggest that cultural indicators constitute a strategic resource capable of generating a sustainable differentiation that is difficult to replicate in the highly competitive social commerce marketplace. Furthermore, accountability toward the communities that are the original custodians of those cultures is a critical determinant of long-term brand sustainability. Future research should pursue empirically grounded investigations into these cultural indicators with genuine depth, while examining their direct linkages to consumer behavior within sustainable social commerce contexts.