Breaking the deadlock: A study on the pathway and effects of reshaping the sustainable marketing capability of Chinese time-honored brands

• Xiangyu Li ,

  Roles Conceptualization, Data curation, Investigation, Methodology, Writing – original draft, Writing – review & editing

  * E-mail: axgg2046@outlook.com

  Affiliations Faculty of Management and Economics, Chuxiong Normal University, Chuxiong, Yunnan Province, China, International College, Maejo University, Chiang Mai, Thailand

  https://orcid.org/0009-0002-1939-636X

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• Danaikrit Inthurit,

  Roles Formal analysis, Supervision, Validation

  Affiliation International College, Maejo University, Chiang Mai, Thailand

  https://orcid.org/0009-0006-3961-0764

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• MaoChun Wu,

  Roles Methodology, Writing – review & editing

  Affiliations International College, Maejo University, Chiang Mai, Thailand, Boya College, Geely University of China, Chengdu, Sichuan, China

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• Linjun Qiu

  Roles Investigation, Writing – original draft

  Affiliation Faculty of Management and Economics, Chuxiong Normal University, Chuxiong, Yunnan Province, China

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