Impact of Brand and IP Co-branding on Retention Intention: Consumer Perception Perspective

Abstract

As personalized demands become increasingly prominent, collaborating with intellectual property (IP) has become an important means for brands to enhance their competitive advantages. This paper explores the impact of co-branding on retention intention from the perspective of consumer perception. Specifically, consumer perception is examined from four dimensions: brand image recognition, brand innovation perception, cost perception, and social value perception. Empirical research indicates that the cost perception dimension does not have a significant impact on retention intention, while brand image recognition, brand innovation perception, and social value perception have significant effects on retention intention. Besides, consumer experience satisfaction mediates the relationship between consumer perception and retention intention. The research findings provide valuable references for the continuous practice of brand collaborations.