An Empirical Study on the Impact of CP Image on the Effect of Brand Collaboration
This study focuses on two well-known brand strategies in the current market environ-ment:brand collaboration and brand personification,as well as their combined form-the personified couple image of collaborative brands.We systematically investigate the impact of personified couple ima-ges of collaborative brands on consumers.Through a questionnaire survey,the results reveal how per-sonified couple images affect consumers'attitudes and behaviors towards collaborative brands.The find-ings of this study aim to provide meaningful insights and recommendations for both academia and mar-keting practice.