The Impact of Co-Branding Inconsistency on Brand Engagement

In the era of global digital marketing, brand competition is fierce. To differentiate themselves, brands are increasingly engaging in co-branding, combining elements from various industries to innovate unique products and services. A prime example is the “Moutai Latte” collaboration between Luckin Coffee and Kweichow Moutai, which generated significant social media attention and achieved notable success due to its innovative nature. Although co-branding has been extensively studied, traditional research has focused on the impact of brand compatibility, neglecting the potential of co-branding inconsistency to stimulate consumer interest and curiosity, thereby enhancing positive marketing outcomes. This study, grounded in schema incongruity theory, explores the effect of co-branding inconsistency on perceived interest and brand engagement. This research demonstrates that increased co-branding inconsistency can ignite greater consumer interest, subsequently elevating brand engagement. Theoretically, it contributes to the co-branding literature by highlighting the significance of inconsistency and propelling research into perceived interest. From a practical standpoint, it provides valuable insights for marketers, advocating for the adoption of innovative partnerships to incite consumer curiosity and bolster brand engagement.