The Impact of Brand Co-branded Products on Consumers’ Purchase Intention in the Context of New Media

DOI

10.2991/978-2-38476-577-5_113How to use a DOI?

Keywords

Brand Co-branding; Purchase Intention; Perceived Value; Marketing Strategy

Abstract

Brand co-branding refers to a business strategy where two or more brands or IPs from different fields and types cooperate to launch co-branded products, services, or marketing activities through resource integration based on a common goal. Focusing on the context of the new media era, this study first explores the impact mechanism of three dimensions—brand co-branding partner selection, theme planning, and marketing strategies—on consumers’ purchase intention through literature review and analysis. It introduces consumers’ perceived value as an intermediary variable and conducts an analysis combined with typical cases of brand strength matching degrees (strong-strong alliance, strong-weak alliance, and weak-weak alliance).Through a questionnaire survey (Likert 5-point scale) and data analysis, it is confirmed that brand co-branding partners, theme planning, and marketing strategies all positively affect purchase intention through perceived value; significant differences exist in consumers’ perception and purchase intention under different brand strength matching modes. This study provides theoretical basis and empirical support for the practical strategies of brand co-branding in the new media era.

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  - Han Wang
PY  - 2026
DA  - 2026/05/15
TI  - The Impact of Brand Co-branded Products on Consumers’ Purchase Intention in the Context of New Media
BT  - Proceedings of the 2026 5th International Conference on Social Sciences and Humanities and Arts (SSHA 2026)
PB  - Atlantis Press
SP  - 1104
EP  - 1112
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-577-5_113
DO  - 10.2991/978-2-38476-577-5_113
ID  - Wang2026
ER  -