The impact of perceived value on repurchase intention of co- branded products

Abstract

In recent years, beverage brands have launched co-branded drinks in cooperation with other industries, which are loved by consumers for their unique taste and IP. Under this specific background, this study started from perceived value and selected product value. The three dimensions——product value, emotional value and social value were used to explore the impact mechanism on consumers’ repurchase intention, put forward hypotheses and build a model. Furthermore, data was analyzed using SPSS26.0 after gathered using a questionnaire survey. Among them, there is a moderate association between perceived emotional, perceived social value and repurchase intention, and a substantial correlation between perceived product value and repurchase intention. According to the research results, this article proposes countermeasures and recommendations for the growth of the beverage sector and brands from the standpoint of emphasizing product quality and encouraging co-branding innovation.