Cultural Creativity and Market Response in Cross-border Co-branding: An Application of Cultural Marketing Theory
Year: 2024
Type: article
Abstract: This paper discusses the specific application of cultural marketing theory in the practice of cross-border joint marketing and its market effect. Cross-border co-branding, as an emerging marketing method, creates unique cultural creativity by integrating cultural elements of different brands, aiming to enhance brand interaction and market appeal. Based on the theory of cultural marketing, this study analyzes the generation mechanism and expression forms of cultural creativity in cross-border co-branding and its psychological impact on the target market, and reveals how cultural creativity becomes a bridge connecting brands and consumers' emotions. This paper evaluated the market response of cross-border co-branded marketing, including the enhancement of brand awareness, the enhancement of consumers' purchase intention and the expansion of market share, and further verified the applicability and effectiveness of cultural marketing theory in cross-border co-branded marketing. This paper not only enrichis the application field of cultural marketing theory, but also provides theoretical guidance and strategic suggestions for enterprises in the practice of cross-border co-branded marketing.
DOI: 10.54097/k4x10r17
Authors: Xuan Wang, Xinqi Zhao, Yiran Zhao
Institution: Beijing Institute of Petrochemical Technology
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405809054