What is the Impact of Brand Co-branding on Consumers' Purchase Intention?

Jiani Cui

doi:10.62051/krq9c643

Authors

Jiani Cui

DOI:

https://doi.org/10.62051/krq9c643

Keywords:

Brand Co-branding; Purchase Intention; Brand Equity.

Abstract

Aiming at the difference in consumers' purchases intention when different brands are co-branded with Luckin Coffee , we analyse the influence of co-branded products on consumers' purchase intention through theoretical frameworks and empirical data , respectively . The results of correlation and pairwise analyses show that consumers have different judgements on the purchase intention of different sub-brands co-branded with the same main brand: the scarcity of the co-brand and brand equity affect consumers' purchase intention. This implies that brands should make adjustments to the relevant factors when co-branding .

Downloads

Download data is not yet available.

References

Arnett, D. B., Laverie, D. A., & Wilcox, J. B. (2010) A longitudinal exam-ination of the effects of retailer-manufacturer brand alliances: The role of perceived fit. Journal of Marketing Management,26(2),5-27. https://doi.org/10.1080/02672570903534647.

Cheng, J. (2023) Why is cross-border brand collaboration so popular?, China Academic Journal Electronic Publishing House . Available at: http://www.cnki.net/ (Accessed: 2023).

Chen, M. (2023) The Influence of KOL Characteristics on Consumers’ Purchase Intentions in the E-commerce Live Streaming Mode, ScienceTech no logyandIndustry. Available at: https://www.cnki.net/ (Accessed: 2024).

Guan, Ji. and Song, Z. (2023) Marketing considerations for Maotai Luckin coffee’s joint venture, China Academic Journal Electronic Publishing House. Available at: http://www.cnki.net/ (Accessed: 2024).

Dutta, S., & Pullig, C. (2011) Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies. Journal of Business Research, 64(12), 1281–1287.

Fan, Y. and Han, B. (2023) The effect of brand social categorisation on purchase intention of Chinese and foreign co-branded products, Journal of Systems & Management. Available at: https://www.cnki.net/.

JH, W., BD, T. and R, P. (2000) Branding: Brand Equity and trail effects., ebscohost.com. Available at: https:// xueshu.baidu.com/usercenter/paper/show?paperid=2e0cf1b333f0e3af9ad270b0cca5e917 (Accessed: 2023).

Jin, Y., Zhang, H. and Zheng, G. (2023) Influence of brand clothing co-branding on consumers’ purchase intention, China Academic Journal Electronic Publishing House. Available at: http://www.cnki.net/ (Accessed: 2023).

Koschate-Fischer, N., Hoyer, W., & Wolframm, C. (2019). What if some- thing unexpected happens to my brand? Spillover effects from posi- tive and negative events in a co-branding partnership. Psychology and Marketing, 36(8), 758–772.

Lu, C., Zhao, Mi. and Ge, Y. (2022) The price premium mechanism of streetwear co-branded products, Journal of Donghua University (Natural Science). Available at: https://www.doi.org/ (Accessed: 2023).

Ma, B., Cheng, F., Bu, J., & Jiang, J. (2018) Effects of brand alliance on brand equity. Journal of Contemporary Marketing Science, 1(1), 22–33.

Miao, M. (2023) Research on the visual design of thematic activities based on the co-branding of non-heritage culture and game brands--Taking the ‘Colourful Flame Reflecting Jiangnan’ activity as an example, Nanjing forestry unversity. Available at: HTTPS://www.cnki.net.

Wen, Q. (2023) Research on the impact of domestic brand co-branding on the purchase intention of college students in Xi’an-- Taking the Li Ning brand as an example, China Academic Journal Electronic Publishing House. Available at: https://www.cnki.net/ (Accessed: 2024).

Yang, M. and Qiao, W. (2023) A Study on the Impact of Brand Co branded Product Attributes on Consumer Purchase Intention, China Academic Journal Electronic Publishing House. Available at: http://www.cnki.net/ (Accessed: 2024).

Zhuang, C., Sun, H. and Wu, Y. (2023) New Tea Drink Brands - IP Co branding Based on SOR Model Analysis of influencing factors - Taking Guangdong Province as an example, China Academic Journal Electronic Publishing House. Available at: http://www.cnki.net/ (Accessed: 2024).