With the vigorous development of the global boutique market, it has become a trend for mass boutique brands to use co-branding strategies to enhance brand value and competitiveness. Taking watches and sneakers as examples, this study uses the consumer value theory and the S-O-R model to explore the impact of co-branding strategies on consumers' buying intentions. This study found that Co-branding products can meet the functional value, symbolic value, experience value and individual value. Taking consumer inspiration and brand aspiration as mediated variables, this study analyzes how the four self-variables such as value and the fit of co-branding indirectly affect consumers' buying intention through brand aspiration. The model aims to emphasize the key mediating role of brand aspiration in the relationship between value perception and purchase behavior, and explore the transmission path and degree of influence of different consumer values on buying intention.
The results of the study showed that, Co-branding products can spark brand aspiration, which in turn increases buying intention. A successful co-branding strategy can strengthen brand emotional attachment and loyalty. The study explores how co-branding strategies can help enhance brand competitiveness and motivate consumers to make purchase decisions through the satisfaction of multiple values. The conclusion pointed out the effective co-branding strategy between luxury brands and affordable brands can not only enhance brand image, but also promote consumers' buying intention , providing an empirical basis for future brand cooperation.
