<![CDATA[Purpose – This study aims to examine the influence of heritage brand image on heritage brand sustainability, with perceived quality and perceived value as mediating variables in the context of a traditional heritage noodle business. Design/Methodology/Approach – This study employed a quantitative research approach using a survey method. Data were collected from 80 customers of Bakmi Legenda selected through a purposive sampling technique. The data were obtained through a five-point Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (PLS-SEM) with SmartPLS 4. Findings – The results indicate that heritage brand image has a positive and significant effect on heritage brand sustainability, perceived quality, and perceived value. Furthermore, perceived quality and perceived value both have positive and significant effects on heritage brand sustainability. These findings demonstrate that a strong heritage brand image enhances consumers’ perceptions of product quality and value, which subsequently strengthens the sustainability of traditional culinary businesses. Originality/Value – This study contributes to heritage branding and sustainable marketing literature by developing an integrated model that explains how heritage brand image contributes to long-term brand sustainability through perceived quality and perceived value. The findings provide empirical evidence that preserving cultural identity, maintaining consistent product quality, and delivering superior customer value are essential strategies for strengthening the competitiveness and resilience of heritage culinary enterprises in a dynamic market environment.]]>
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