Research on the impact of sports brand co-branding on consumer purchase intention: A perceived value perspective

This study investigates the mechanisms by which sports brand co-branding influences consumer purchase intention. Integrating the multi-dimensional framework of co-branding (awareness, fit, loyalty) with the dual facets of consumer perceived value (emotional, social value), a novel theoretical model is proposed. Data collected via questionnaire survey were analyzed using Structural Equation Modeling (SEM). The results demonstrate that all three co-branding dimensions significantly enhance both emotional and social perceived value. Co-brand awareness exhibits the strongest positive effect on social value, while co-brand loyalty is the primary driver of emotional value. Crucially, consumer perceived value fully mediates the relationship between co-branding dimensions and purchase intention, operating through distinct cognitive (social value) and affective (emotional value) pathways. The significant direct impact of co-brand loyalty further underscores the importance of long-term consumer-brand relationships. These findings advance co-branding theory by delineating the mediating role of dual-faceted perceived value and offer strategic imperatives for sports brands: prioritizing enhanced exposure, strategic partner fit, and fostering deep emotional connections to stimulate purchase motivation and mitigate co-branding risks.