Yuanyuan Liu; Rapassa Roung-onnam

doi:10.70711/frim.v3i6.6656

Research on the Influence Mechanism of Brand Co-branding on College Students Purchase Intention in the New Media Environment -- Taking Chengdu, Sichuan as an Example

Yuanyuan Liu, Rapassa Roung-onnam

Abstract

With the iteration of new media technology, brand co-branding has become an important means for enterprises to break through
homogenization competition. This study takes the college students in Chengdu as the research object, and from the perspective of consumers
purchase intention, based on new media communication, brand marketing theory and consumer behavior theory, constructs a three-dimensional driving model of new media marketing characteristics-joint attributes-perceived value. By collecting data through questionnaire survey
and empirical analysis with SPSS 26.0, it is found that brand co-branded product attributes, customer perceived value and new media marketing characteristics all have significant effects on college students purchase intention. This study provides theoretical support for the brand to
formulate scientific co-branding strategy, and helps the brand to be younger and transformed.

Keywords

Brand joint name; Willingness to buy; Perceived value; Generation z; New media communication

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DOI: http://dx.doi.org/10.70711/frim.v3i6.6656

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