The Impact of Cross-border Co-branding on the Stickiness of Brand Loyalty and Users: Take the Co-branding of Daomu
Year: 2024
Type: article
Abstract: Nowadays, cross-border joint marketing has become an important means for brands to attract new users and enhance brand influence and market share. Its impact on Brand loyalty and user stickiness is a realistic research background. In practice, there are many successful cases of cross-border joint-name marketing. For example, the “Hand in hand teahouse” and the limited product experience set up in Beijing with Fendi, as well as the new products from IP Molly and Zhou Shengsheng, both owned by Bubble Mart, that is a lot of market heat. These cases show that the cross-border joint marketing can effectively attract the attention of young consumers, increase user stickiness, and improve brand image and market share. The core theme of this paper is the effect of cross-border co-branding on Brand loyalty and user stickiness. The process-tracking method in the case study is used to illustrate the effect of co-branding between Bawang Tea Concubine and grave robber’s chronicles. The study concluded that cross-border joint marketing can effectively improve Brand loyalty and user stickiness by taking advantage of brand superiority, maintaining consistency of brand values, and paying attention to user experience and emotional resonance.
DOI: 10.54097/3zktym28
Authors: Shuonan Li, Yue Ying, Yunuo Zhang
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405809013