CP形象对品牌联名效果影响的实证研究

An Empirical Study on the Impact of CP Image on the Effect of Brand Collaboration

研究了当前市场环境中两个知名的品牌策略:品牌联名和品牌拟人化,以及它们结合的形式—联名品牌的拟人化couple形象。系统地研究了联名品牌的拟人化couple形象对消费者的影响。通过问卷调查,结果揭示了拟人化couple形象如何影响消费者对联名品牌的态度和行为。这项研究的发现旨在为学术界和营销实践提供有意义的洞察和建议。

This study focuses on two well-known brand strategies in the current market environ-ment:brand collaboration and brand personification,as well as their combined form-the personified couple image of collaborative brands.We systematically investigate the impact of personified couple ima-ges of colla borative brands on consumers.Through a questionnaire survey,the results reveal how per-sonified couple images affect consumers'attitudes and behaviors towards collaborative brands.The find-ings of this study aim to provide meaningful insights and recommendations for both academia and mar-keting practice.