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

Jiani Cui
pp.85-93 DOI: 10.62051/krq9c643 May 13, 2024
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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 .
Keywords: Brand Co-branding; Purchase Intention; Brand Equity.
APA Citation: Jiani Cui (2024). What is the Impact of Brand Co-branding on Consumers' Purchase Intention?. Transactions on Economics, Business and Management Research, 6(1), 85-93. https://doi.org/10.62051/krq9c643

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