Exploring the Hierarchical Consumer Value Path of Crossover Co-Branded Products with Dual Attributes
With the trend of"everything can be co-branded",brands are increasingly utilizing crossover co-branding to"break the circle",while simultaneously facing the challenges of serious prod-uct homogeneity and weak user consumption.Using the repertory grid technique(RGT),this study con-ducts in-depth interviews with users of crossover co-branded products.Furthermore,through content analysis,it reveals the essence of the dual attributes of crossover co-branded products,especially the co-branded attributes,and identifies the components of customer value in crossover co-branded prod-ucts.Finally,based on the means-end chain(MEC)extension model,the study constructs a customer value attainment path of"co-branded attributes→independent attributes→immediate benefits→focus benefits→end values".The findings indicate that the dual attributes of crossover co-branded products include 5 categories of co-branded attributes,such as co-branded logo and co-branded influence and 7 categories of independent attributes,such as product quality and product style.Moreover,there are 14 main paths along the"co-branded attributes(e.g.,co-branded logo and co-branded influence)→inde-pendent attributes(e.g.,product design creativity and product shape)→immediate benefits(e.g.,visual aesthetics and efficacy improvement)→focus benefits(e.g.,improving personal image)→end values(e.g.,pleasure and stimulating desire)",among which the path pointing to stimulating desire is men-tioned most frequently.Functional value and social value,hedonic value and emotional value are the main values pursued by users of brand×brand and brand×IP products,respectively.Additionally,there are significant differences in the customer value attainment paths between these two types of crossover co-branded products.
Crossover co-branded productsConsumer valueHierarchical value pathReperto-ry grid technique(RGT)Means-end chain(MEC)
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