• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
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HOME > Archive > 2024 > Volume 12 Number 4 (2024) >
JOEBM 2024 Vol.12(4): 383-391
DOI: 10.18178/joebm.2024.12.4.826

The Study of the Impact of the Crossover Co-branding Marketing Strategy in Luxury Firms

Yanjun Zhao
Guanghua Cambridge International School, Shanghai, China
Email: zyjun25@163.com (Y.J.Z.)

Manuscript received August 26, 2024; revised September 19, 2024; accepted October 7, 2024; published October 31, 2024.

Abstract—Nowadays, an increasing number of luxury firms take crossover co-branding marketing strategies to improve their influence and hence boost sales. This business model has gained significant attention in recent years, and this paper aims to synthesize the existing research and present my contributions. The research goal for this paper is to delve into the literature on luxury cross-border co-branding, focusing on understanding its impact on merchants, customers, and the economy. Through the analysis, this paper hopes to contribute new insights to the existing research on luxury cross-border co-branding. Specifically, the essay explores how this business model affects merchants’ brand image, customer satisfaction, and the overall economy. It is found that the approach primarily has positive effects that enable luxury firms to expand market share, acquire new customers, improve brand awareness, enhance brand competitiveness, gain higher sensitivity to change, improve productivity, and achieve channel multiplication. For consumers, the policy mainly targets satisfying consumer needs on curiosity, freshness, and unique social identity. For the whole economy, it aims to increase national demand, encourage more job opportunities, promote the flow of resources, and the development of international trade. With the findings, the study contributes to the crossover co-branding marketing method by extending its comprehensive effect and some practical suggestions for prospects.
 
Keywords—luxury brand, marketing strategy, cross-border marketing, co-branding marketing

Cite: Yanjun Zhao, "The Study of the Impact of the Crossover Co-branding Marketing Strategy in Luxury Firms," Journal of Economics, Business and Management, vol. 12, no. 4, pp. 383-391, 2024.

Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 
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