The Impact of Cross-Brand Collaborations of Fast Food Chains on Consumer Purchase Intentions

DOI

10.2991/978-2-38476-609-3_32How to use a DOI?

Keywords

Cross-Border Collaboration; Consumer Purchase Intention; Chain Fast Food Brand

Abstract

With the advent of the Internet era, innovative marketing issues in various industries have received widespread attention; however, there still exists a discrepancy between marketing expenditures and actual revenue. Based on these issues, this paper analyzes the impact of cross-border co-branding elements on consumers’ purchase intentions. Using chain fast-food brands as the research entry point, this study constructs a theoretical model of ‘cross-industry collaboration elements-consumer purchase intention’ from the perspective of cross-industry co-branding. Data was collected through a questionnaire survey for empirical analysis, and the results found that in cross-industry collaborations, ‘product compatibility,’ ‘IP popularity,’ ‘product rarity,’ and ‘product innovation’ all have a significant positive impact on consumers’ purchase intentions. Based on the research, this paper proposes solutions from the above four perspectives: By collaborating with highly recognizable and well-matched IPs, while enhancing product innovation and the rarity of output, marketing efficiency can be effectively improved, providing certain reference insights for chain fast-food brands.

Copyright

© 2026 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  - Yuke Wu
PY  - 2026
DA  - 2026/09/04
TI  - The Impact of Cross-Brand Collaborations of Fast Food Chains on Consumer Purchase Intentions
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 290
EP  - 299
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_32
DO  - 10.2991/978-2-38476-609-3_32
ID  - Wu2026
ER  -