Exploring the Development Path of Co- Branding Strategies from the Perspective of Consumer Perception

Abstract

Co-branding has received growing academic and managerial attention, yet existing research often focuses on strategy design while overlooking how evolving consumer perceptions shape co-branding outcomes. This paper analyzes the development path of co-branding strategies through the lens of consumer perception. Findings reveal that consumer evaluations have shifted from traditional emphasis on brand fit to multidimensional criteria encompassing uniqueness, perceived value, cultural resonance, and emotional engagement. Case evidence from both same-category collaborations and cross-category collaboration shows that authenticity, symbolic meaning, and cultural coherence significantly influence purchase intention and brand equity enhancement. Major challenges include brand dilution, fragmented consumer attention, pricing skepticism, misalignment of expectations, and legal uncertainties, which jointly threaten long-term co-branding sustainability. Based on these findings, this paper proposes strategic recommendations: strengthening authenticity and cultural relevance, leveraging digital engagement tools, aligning collaborations with diverse consumer values, balancing price with perceived value, and establishing robust contractual governance to ensure credibility and competitive advantage in dynamic global markets.