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Purpose: The study aims to explore the relationship between corporate heritage design, augmented role identities and customer behaviour towards the well-known traditional London taxi. The study scrutinises whether the city and national role identities of London black cab positively resonate among the traditional London taxi users. Furthermore, the study examines if corporate heritage design plays a moderator role in the relationship between its perceived identities and user experience. Design/methodology/approach: This study is a deductive, case study based on positivist research philosophy. Before the main research, augmented identities of the traditional London cab revealed based on initial research with the secondary data. Then, a conceptual framework developed through the relevant literature. Various hypotheses were proposed via the conceptual framework. To test the proposed hypotheses, the research adopted an online survey research method to collect the required data. Surveys were collected via social media channels such as Facebook and Twitter. At the end of the data collection process, as a sample of 523 clean survey responses were received. Results: The data were analysed by using SPSS and Structural Equation Modelling software SPSS AMOS. Within the context of traditional London taxi, data analysis validated the saliency of both city and national role identity for customer satisfaction. In addition to that, the analysis confirmed the significance of corporate heritage design on customer perceptions and responses of multiple identities (Corporate ID, City Role ID, and National Role ID) attached to the London black cab. Originality/value: This study differentiates by exploring the antecedents and impacts of corporate heritage design. On top of that, the notion city role identity and its effects are introduced to extend the understanding of corporate heritage. The conceptual framework confirms the moderation of corporate heritage design on the relationship between corporate identity, city role identity, and national role identity and customer experience. The study also identifies the antecedents of corporate heritage design (Continuity, Familiarity, Functionality, and Aesthetic). Managerial Implications: The study shows that corporate heritage design is an essential tool to communicate added identities such as national and city identity. Companies acquiring corporate heritage design should maintain those unique design elements whilst updating their products or service to satisfy customers’ modern needs. The study also suggests that companies attributed to other identities (e.g. social, territorial, cultural etc.) could increase the customer experience and satisfaction via revealing and communicating those augmented role identities. Lastly, like the traditional London cab, certain corporate heritage assets could become a symbol of a city or territory. Hence city administrators should also consider protecting those corporate heritage symbols to promote and differentiate the cities.

Purpose: Derived from the corporate heritage brand theory, this research studies Beijing Dashilar Culture Heritage Street - one of the most famous culture streets in China. It intellectualises and addresses the crucial elements of corporate culture heritage street brand identity such as architecture and design, tourist convenience and traditional goods and services, which is supporting heritage brand identity theory by confirming the effect of key traits: symbol, design and style as well as product or service focus. Moreover, it proves the effect of corporate heritage brand experience of Dashilar visitors by which corporate culture heritage street brand identity towards to overall tourism satisfaction. This study also investigates the relationship between corporate culture heritage street brand identity and tourism satisfaction. Finally, it creatively establishes the moderating elements in these relationships, which are psychological cognitive awareness of history and culture. Design/methodology/approach: A conceptual research framework of corporate culture heritage street brand identity is developed from the literature review and pilot research analysis of secondary comments from well-known online platform TripAdvisor. Further semi-structured in-depth interviews were performed with volunteered participants who have actual Dashilar visiting experience for the research validity enhancement and questionnaire design. The main research method approach of this study is quantitative questionnaire survey which is adapted to examine the conceptual framework. To assuring the authenticity of this study, the the paper-based questionnaire survey was accomplished in Dashilar area in Beijing, China. In total, 654 questionnaires were collected, among which 609 valid questionnaires were used to test the hypotheses of this study. Findings: The data analysis results confirm the significant role of heritage brand identity on achieving and maintaining tourism satisfaction of a culture heritage street in China. This study finds that dimensions of corporate heritage brand identity such as symbol, design and style as well as product or services focus are actively empowering the corporate heritage brand identity. Additionally, this research reveals that corporate heritage street brand identity dimensions influence corporate heritage brand experience positively. Finally, history and culture awareness are essential to strengthen the relationship between culture heritage street brand identity and heritage brand experience, while positive heritage brand experience is the key to enhance tourism satisfaction. Originality/value: This is one of pioneer studies that researches on corporate heritage brand and tourism interdisciplinary with unique perspective considering culture heritage street as a corporate heritage brand. This is one of few groundbreaking studies advances the corporate heritage brand identity theory with a conceptual framework, which confirms the corporate heritage brand identity dimensions and their effects on heritage brand experience and tourism satisfaction. This study, additionally, clarified the moderation effect of psychological cognitive awareness (history and culture) and physical heritage band identity dimensions on the relationship between culture heritage street brand identity and heritage brand experience as well as tourism satisfaction. Managerial implications: The study acknowledged culture heritage street tourism potential for its sustainable development, which broadens the strategic vision of culture heritage management public institutions or enterprises. Moreover, illuminated culture heritage street brand identity dimensions in this study provide the further improvement directions (such as the use of symbol, design and style uniqueness development or authentic product and service orientation) for management strategy on achieving and maintaining the tourism satisfaction through brand experience development. The significance of history and culture awareness of culture heritage streets plays an important strategic role during the marketing communication and brand development of these streets with culture heritage.