Year: 2025
Type: article
Abstract: Brand collaboration, as an effective marketing strategy, has played a significant role in enhancing brand awareness, expanding market share, and strengthening consumer recognition in recent years. The impact of brand collaboration on consumer brand attitudes differs between short-term and long-term effects. In the short term, brand collaboration can quickly attract consumers' attention, enhance brand recognition, and stimulate purchase intent; However, in the long term, consumers' brand attitudes may be influenced by factors such as the compatibility of brand collaborations, consistency of brand imagery, and changes in consumers' own needs, leading to shifts in brand attitudes. Therefore, conducting in-depth research on the short-term effects of brand collaborations on consumers' brand attitudes and exploring their underlying mechanisms is of great significance for businesses in formulating effective brand collaboration strategies.
Author: Juntong Mu
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412848375