The influence of co-branding on consumers’ purchasing desire in China’s fashion industry

Abstract

The objective of this paper is to provide managers with some references while entering Chinese fashion market using co-branding strategy. Current studies into co-branding are most theoretical and broad. As Chinese market becoming more popular among foreign fashion industry, this research would give a deeper view on the effectiveness of co-branding strategy from consumers’ perception. 2 hypothetical combinations of brands were selected to compare consumers’ attitudes and purchase desires. Surveys were distributed through Internet to measure consumers’ attitudes and purchase desires towards different co-brand products. The results indicates that different combinations of brands would not affect consumers’ attitude but does affect their purchase desires. And their purchase desires would be affected by their attitudes. These findings might be helpful for managers of fashion companies when considering co-branding in the Chinese market.