Exploratory Study on the Perceived Fit and Consumer Purchase Intention in Chinese Sports Brand Co-Branding
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Abstract
This research aimed to study (1) the impact of perceived fit between brand and product attributes on consumer purchase intentions in the context of Chinese sports brand co-branding, (2) the influence of demographic factors such as age, education level, and income on these perceptions and intentions, and (3) the role of social media in shaping consumer attitudes and driving purchase decisions regarding co-branded products. This research is mixed-method research; 208 young consumers were stratified sampling selected for quantitative research, and 10 were purposive sampling selected as samples for qualitative research. The instruments for collecting data included a structured questionnaire and semi-structured in-depth interviews. Descriptive statistics, independent sample t-tests, one-way ANOVA, correlation analysis, and regression analysis were used for quantitative data analysis, and thematic analysis was used for qualitative data analysis. The research results revealed that (1) a high perceived fit between brands and products significantly enhanced consumer purchase intentions, with brand perceived fit and product perceived fit showing strong positive correlations with purchase intentions; (2) demographic factors such as age, education level, and income influenced these perceptions and intentions significantly, indicating the importance of tailoring co-branding strategies to different consumer segments; and (3) social media emerged as a critical platform for promoting co-branded products, where new releases and limited edition promotions significantly increase consumer interest and engagement. Interactive social media campaigns and influencer endorsements also play a pivotal role in enhancing the appeal and credibility of co-branded products.
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