Year: 2025
Type: article
Abstract: With the intensification of market competition and the diversification of consumer demand, the co-brand marketing strategy in the food industry has gradually become an important marketing strategy. This study focuses on co-branding strategies in the food industry to explore how co-branding affects consumers’ purchasing decisions and brand image, mainly discusses the success factors of co-branding, consumers’ perception about the value of co-branding, and their awareness and acceptance of co-branding. By analyzing co-branding cases of different brands, the study will reveal successful co-branding strategies and their impact on market performance. Through the selection of representative brand co-branding cases, in-depth analysis of their success factors and market feedback. This study finds that successful co-branding can enhance brand identity, improve consumers' purchase willingness, and provide new ideas for brand innovation.
Author: Ge Fang
Institution: Chengdu University of Technology
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Zero hunger
Open Access status: hybrid
OpenAlex ID: W4409619832