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An Investigation into the Impact of Luxury Co-Branding on the Purchasing Behavior of Chinese Millennial Consumers

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  • Xiaoyi Sun

    (University of Southampton, UK)

Abstract

Fashion brands establish and leverage their brands to gain market share and client loyalty. Co-branding alliances are marketing techniques that employ various brand names on a single good or service, which suggests a strategic partnership between various businesses. This study’s goal is to discover what elements influence Chinese millennial customers to buy co-branding. In terms of methodology, an interpretivist philosophy and an inductive methodology were applied. The majority of the data was gathered qualitatively, and content analysis was employed as a method for analysis. To collect empirical primary data, structured video interviews were conducted via WeChat, and open-ended questions were asked. According to the findings, the design of the product and social media recommendations are the most important factors influencing Chinese millennial consumers to purchase luxury co-branded products.

Suggested Citation

  • Xiaoyi Sun, 2023. "An Investigation into the Impact of Luxury Co-Branding on the Purchasing Behavior of Chinese Millennial Consumers," Art and Society, Paradigm Academic Press, vol. 2(6), pages 81-107, December.
    • Handle: RePEc:bdz:arasoc:v:2:y:2023:i:6:p:81-107
    DOI: 10.56397/AS.2023.12.11
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