CO-BRANDING MARKETING STRATEGY AFFECTING PURCHASE INTENTION OF DIGITAL HEALTH PRODUCT
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Abstract
This research investigates co-branding strategies that influence consumer purchase intentions toward digital health products among consumers in Chonburi Province. The study aims to examine factors relevant to co-branding strategy development, including brand congruence, brand personality similarity, and brand familiarity, which contribute to co-brand fit in the digital health product category and subsequently lead to consumer purchase intentions.
This research employed a quantitative methodology, utilizing a random sample of 424 consumers who completed online questionnaires. The collected data were analyzed using descriptive statistics and multiple regression analysis.
The findings revealed that brand image congruence, brand personality similarity, and brand familiarity significantly influenced co-brand fit, which in turn had a significant positive effect on consumer purchase intentions. Furthermore, co-brand fit was found to mediate the relationships between brand image congruence, brand personality similarity, and brand familiarity with purchase intentions for digital health products. Therefore, practitioners should design marketing activities that appropriately connect collaborating brands to create positive brand image, ensure consistency with brand and consumer personalities, and foster consumer familiarity with all partnering brands, ultimately leading to purchase decisions. These findings provide digital health product brands with guidance for developing strategies to select appropriate business partners that align with their own brand, thereby strengthening brand equity.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ข้อความและความเห็นในวารสารนิเทศศาสตร์และนวัตกรรม นิด้า เป็นของผู้เขียนแต่ละท่าน มิใช่ของคณะนิเทศศาสตร์และนวัตกรรมการจัดการ สถาบันบัณฑิตพัฒนบริหารศาสตร์
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