The Impact of Co-Branding on Longtime Customer Loyalty

DOI

10.2991/978-94-6463-888-2_71How to use a DOI?

Keywords

Co-branded Products; Brand Identity Theory; Brand Core Values; Brand Image

Abstract

In recent years, co branded products have become an important sales strategy adopted by many brands, and their influence has even been exaggeratedly compared to the existence of “traffic rules” by some people, emphasizing their popularity and indispensability. Co branded products, with their unique charm, can cross boundaries and attract consumers from different groups, quickly opening up new market opportunities for the brand. However, there are hidden risks behind this trend, especially for loyal customer groups who have long supported the brand, which may have far-reaching impacts that cannot be ignored. This study takes brand identity theory as a solid framework to deeply analyze whether co branded products will cause damage to the regular customers of well-known brands. Research suggests that some co branded products may lead to conflicts in brand core values, differences in product quality experience, and gradual erosion of community culture, thereby weakening customer loyalty to the brand. Therefore, it is recommended that brands should first adhere to their core values when designing co branded products, ensure symbol consistency, emotional resonance, and value alignment, and reasonably apply the STEP principle to achieve a win-win situation.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hexiang Jia
PY  - 2025
DA  - 2025/12/03
TI  - The Impact of Co-Branding on Longtime Customer Loyalty
BT  - Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
PB  - Atlantis Press
SP  - 738
EP  - 746
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-888-2_71
DO  - 10.2991/978-94-6463-888-2_71
ID  - Jia2025
ER  -