Author(s)

Juntong Mu ¹

Affiliation(s)

¹ Liaoning University of International Business and Economics, Dalian, 116000, China

Corresponding Author

Juntong Mu

ABSTRACT

Brand collaboration, as an effective marketing strategy, has played a significant role in enhancing brand awareness, expanding market share, and strengthening consumer recognition in recent years. The impact of brand collaboration on consumer brand attitudes differs between short-term and long-term effects. In the short term, brand collaboration can quickly attract consumers' attention, enhance brand recognition, and stimulate purchase intent; However, in the long term, consumers' brand attitudes may be influenced by factors such as the compatibility of brand collaborations, consistency of brand imagery, and changes in consumers' own needs, leading to shifts in brand attitudes. Therefore, conducting in-depth research on the short-term effects of brand collaborations on consumers' brand attitudes and exploring their underlying mechanisms is of great significance for businesses in formulating effective brand collaboration strategies. 

KEYWORDS

Brand Alliance; Consumer Brand Attitude; Short-Term Effect; Brand Compatibility

CITE THIS PAPER

Juntong Mu, Brand Alliance on Consumer Brand Attitude of the Short-Term Effect. Accounting and Corporate Management (2025) Vol. 7: 20-26. DOI: http://dx.doi.org/10.23977/acccm.2025.070403.

REFERENCES

[1] Chen Xixin. An Empirical Study on the Impact of Brand Co-branding on Consumer Evaluations: A Case Study of Head & Shoulders and Olay [J]. Knowledge Economy, 2018(4):2.
[2] Lu Juan. Consumer Evaluations of Brand Alliances and Their Influencing Factors: An Empirical Analysis Based on a Two-Dimensional Structure [J]. Management World, 2009(10):11.
[3] Liu Yang, Qiu Ling, Chen Jingyu. Testing and Extending the SR Model Based on Consumer Attitude Evaluations of Joint Brands [J]. Statistics and Decision Making, 2008(5):4.
[4] Ottoni J M F ,Thomé M K ,Porto B R .Advances in B2B Co-Branding: A Systematic Literature Review[J].Journal of Business-to-Business Marketing,2025,32(1):57-73.
[5] Guihang G ,Ying L ,Yihongtian J .The Impact of Co-branding on Consumers’ Purchase Intention-A Case Study of NAIXUE[J].International Business Research,2024,17(5):20.

Sponsors, Associates, and Links

---

• Information Systems and Economics
  
  
• Accounting, Auditing and Finance
  
  
• Industrial Engineering and Innovation Management
  
  
• Tourism Management and Technology Economy
  
  
• Journal of Computational and Financial Econometrics
  
  
• Financial Engineering and Risk Management
  
  
• Social Security and Administration Management
  
  
• Population, Resources & Environmental Economics
  
  
• Statistics & Quantitative Economics
  
  
• Agricultural & Forestry Economics and Management
  
  
• Social Medicine and Health Management
  
  
• Land Resource Management
  
  
• Information, Library and Archival Science
  
  
• Journal of Human Resource Development
  
  
• Manufacturing and Service Operations Management
  
  
• Operational Research and Cybernetics