The impact of co-branded milk tea brands on consumer purchase intentions

Abstract

With the rapid expansion of the tea beverage industry, co-branding among milk tea brands has become increasingly prevalent. Companies engage in these collaborations to attract consumers. However, not all co-branding efforts yield positive outcomes, highlighting the need for further research in this area. Currently, studies on milk tea brand co-branding remain limited. To address this gap, this study investigates the impact of co-branding on consumer purchase intentions, offering a new perspective on the field. Using empirical research methods and surveys, the study analyzed questionnaires from 432 consumers who had purchased co-branded products of milk tea brands. The study examines milk tea brand co-branding as the independent variable, consumer purchase intentions as the dependent variable, and customer perceived value as the mediating variable. Specifically, it explores the influence of four key factors—brand awareness, brand image, brand compatibility, and brand personality—on consumer purchase behavior. The findings reveal that these factors positively influence consumer purchase intentions, with customer perceived value playing a mediating role in the relationship between co-branding and purchase decisions. Based on these insights, the study provides recommendations for milk tea companies to better understand consumer psychology and preferences, thereby enhancing their ability to attract consumers and drive sales. Additionally, it offers strategies for optimizing co-branding marketing, improving corporate competitiveness, and strengthening market positioning. The research further contributes to brand innovation and industry advancement by providing actionable insights for successful co-branding collaborations in the milk tea sector