The Impact of Co-Branding Inconsistency on Brand Engagement

DOI

10.2991/978-94-6463-642-0_13How to use a DOI?

Keywords

co-branding; inconsistency; perceived interest; brand engagement

Abstract

In the era of global digital marketing, brand competition is fierce. To differentiate themselves, brands are increasingly engaging in co-branding, combining elements from various industries to innovate unique products and services. A prime example is the “Moutai Latte” collaboration between Luckin Coffee and Kweichow Moutai, which generated significant social media attention and achieved notable success due to its innovative nature. Although co-branding has been extensively studied, traditional research has focused on the impact of brand compatibility, neglecting the potential of co-branding inconsistency to stimulate consumer interest and curiosity, thereby enhancing positive marketing outcomes. This study, grounded in schema incongruity theory, explores the effect of co-branding inconsistency on perceived interest and brand engagement.

This research demonstrates that increased co-branding inconsistency can ignite greater consumer interest, subsequently elevating brand engagement. Theoretically, it contributes to the co-branding literature by highlighting the significance of inconsistency and propelling research into perceived interest. From a practical standpoint, it provides valuable insights for marketers, advocating for the adoption of innovative partnerships to incite consumer curiosity and bolster brand engagement.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mengying Hu
PY  - 2025
DA  - 2025/01/24
TI  - The Impact of Co-Branding Inconsistency on Brand Engagement
BT  - Proceedings of 2024 6th International Conference on Economic Management and Cultural Industry (ICEMCI 2024)
PB  - Atlantis Press
SP  - 126
EP  - 132
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-642-0_13
DO  - 10.2991/978-94-6463-642-0_13
ID  - Hu2025
ER  -