Research on the Impact of Crossover Marketing on Consumers' Perceived Brand Value

Yanchi Long

《Frontiers in Economics and Management》 3卷12期 (2022/12) Pp. 78-81

https://doi.org/10.6981/FEM.202212_3(12).0011

摘要

Brand is an important channel for companies to establish emotional connections with their consumers. And ＂crossover marketing＂ gradually becomes more and more popular for integrating two different brands in a flexible and efficient way to expand the consumer market. This research aims to figure out the potential relationship between consumers' cognition level of crossover marketing and consumers' brand value perception by employing questionnaires. Through empirical analysis, the following conclusions are drawn: First, consumers' cognition level of cross-border marketing has a positive impact on consumers' perception of 1)brand functional value, 2)consumers' perception of brand symbolic value, and 3) brand experiential value.

關鍵字

Brand Perceived Value ； Crossover Marketing ； Consumer Perceived Value

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