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BRAND IMAGE FIT AND ITS EFFECT ON FASHION BRAND COLLABORATION
Valencia Lo,Min Teah,Isaac Cheah 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
The main objective of this research is to investigate the impact of brand image fit on consumer’s perceived luxury, perceived symbolic value, perceived authenticity, and perceived novelty towards fashion brand collaboration. This study uses a qualitative approach to test the research hypotheses. The contribution of this study is twofold: (1) it conceptually advances Congruity Theory and Spillover effect into the area of brand collaboration within a fashion domain; (2) it provides insights into the efficacy of each consumer-related factors which can be used in the development of sound collaboration strategies, in addition to branding and pricing strategies of new fashion brand collaborations.