The Impact of Brand Collaboration on Consumer Purchasing Behavior: A Case Study Based on 20 Consumers
Year: 2025
Type: article
Abstract: This study systematically explores the influence mechanism of brand partnerships on consumer purchasing behavior through a case study of 20 consumers, combined with literature review and theoretical model construction. The study found that brand collaboration significantly influences the consumer decision-making process through three core pathways: enhancing brand awareness, evoking emotional resonance, and strengthening social identity. For example, in a brand collaboration event, 75 percent of the surveyed consumers said they had increased their awareness of the brand through the collaboration. The study developed a theoretical model of how brand partnerships affect purchasing behavior and proposed management application paths such as dynamic fit assessment and community viral mechanisms. The study provides a theoretical basis and empirical support for the optimization of brand cross-border marketing strategies, and reveals the consumption logic of the commercial flow of cultural symbols in the digital age.
DOI: 10.61173/m3eapv17
Author: Jiayi Guo
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4413669397