Experiential co-branding and revisit intention: an extension experience economy and consumer value theory

This study examines the impact of co-branded experiential campaigns on consumer value, satisfaction, and revisit intention in the beverage franchise sector. Using data from 400 valid responses and structural equation modelling, the study focuses on the HEYTEA – Genshin Impact collaboration, where consumers engaged in entertainment, educational, esthetic, and escapist experiences. Findings show that these experiential dimensions significantly enhance both hedonic and utilitarian value, which in turn increase satisfaction and revisit intention. Notably, hedonic value had a greater influence on behavioural outcomes (as anticipated in hedonic consumption contexts), supporting the importance of emotional experiences. This study extends Experience Economy Theory and Consumer Value Theory into the retail co-branding context and offers practical guidance for managers aiming to integrate functional and emotional elements. While based on a single case within the Chinese cultural context, the findings highlight the role of culture in shaping consumer experiences. Future studies may adopt cross-cultural and longitudinal designs for broader generalisation.