A Study on Differential Brand Effects in the Era of Co-Branding Marketing—The Influence Path of Brand Fit on Reinterpretation and Psychological Resonance

DOI

10.2991/978-2-38476-609-3_6How to use a DOI?

Keywords

Co-branding; Brand fit; Brand reinterpretation

Abstract

With market competition becoming increasingly fierce, co-branding marketing has continued to develop. Co-branding has shifted from simple brand cooperation to an important marketing strategy that integrates brand image, influences culture and emotional value. At the same time, differentiated co-branding, due to its contrast, breaks through the traditional co-branding model and brings higher attention and emotional reactions. Based on this, this study focuses on the core issue of “reinterpretation of brand differences” and adopts questionnaire surveys and statistical methods to investigate different co-branding scenarios from four parts: brand fit perception, brand reinterpretation, psychological resonance, and purchase intention. The results indicate that low-fit co-branding have a facilitating effect on brand reinterpretation, psychological resonance, and purchase intention, which can stimulate consumers’ further cognitive and emotional reactions towards the brand; High-fit co-branding significantly increases consumers’ willingness to purchase due to the extension of their brand impression; Medium-fit co-branding shows relatively limited advantages and does not have a significant impact on purchase intention. This study breaks through the previous research perspective that focus on high-fit co-branding, reveals the positive effects of differentiated co-branding, and constructs a mechanism model of the effect of brand-fit on co-branding outcomes, which provides practical insights for future co-branding marketing strategies.

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.

Download article (PDF)

TY  - CONF
AU  - Lin Wang
PY  - 2026
DA  - 2026/09/04
TI  - A Study on Differential Brand Effects in the Era of Co-Branding Marketing—The Influence Path of Brand Fit on Reinterpretation and Psychological Resonance
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 44
EP  - 58
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_6
DO  - 10.2991/978-2-38476-609-3_6
ID  - Wang2026
ER  -