Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 41 , 10 November 2023


Open Access | Article

Analysis of the Influence of Crossover Co-branding of Clothing Brands on Brand Image

Tongxu Jin * 1
1 Beijing University of Chemical Technology

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 41, 92-98
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Tongxu Jin. Analysis of the Influence of Crossover Co-branding of Clothing Brands on Brand Image. AEMPS (2023) Vol. 41: 92-98. DOI: 10.54254/2754-1169/41/20232047.

Abstract

In recent years, "cross-industry marketing" has become a relatively mature way of brand expansion, transformation and promotion in the clothing industry. Co-branded brands have also become the main research objects of scholars. Cross-industry co-branding can create new brand value on the basis of existing brands, and find more market possibilities, thus expanding consumer groups and improving brand equity performance. The research theme of this paper is the influence of cross-industry co-branding of clothing brands on the image of co-branded brands, among which the influence of the fit degree between brands on the brand image. This paper solved this problem through qualitative research and take the form of questionnaire survey in the group design. It is found that the fit degree between brands has an impact on the brand image, and the brand image with high fit degree is better than the brand image with low fit degree. Consumers have better brand cognition and more positive brand image imagination for co-branded brands with high fit degree. Therefore, clothing marketing management personnel should pay more attention to the "fit" of the brand when selecting partners, and give priority to choosing brands with high fit, such as complementary functional attributes and consistent image attributes.

Keywords

co-branded brands, fit, brand image

References

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-103-2
ISBN (Online)
978-1-83558-104-9
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/41/20232047
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated