The Impact of Co-Branding on Longtime Customer Loyalty

Hexiang Jia ()
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Hexiang Jia: Henan University of Economics and Law, School of Data Science and E-Commerce

A chapter in Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025), 2025, pp 738-746 from Springer

Abstract: Abstract In recent years, co branded products have become an important sales strategy adopted by many brands, and their influence has even been exaggeratedly compared to the existence of “traffic rules” by some people, emphasizing their popularity and indispensability. Co branded products, with their unique charm, can cross boundaries and attract consumers from different groups, quickly opening up new market opportunities for the brand. However, there are hidden risks behind this trend, especially for loyal customer groups who have long supported the brand, which may have far-reaching impacts that cannot be ignored. This study takes brand identity theory as a solid framework to deeply analyze whether co branded products will cause damage to the regular customers of well-known brands. Research suggests that some co branded products may lead to conflicts in brand core values, differences in product quality experience, and gradual erosion of community culture, thereby weakening customer loyalty to the brand. Therefore, it is recommended that brands should first adhere to their core values when designing co branded products, ensure symbol consistency, emotional resonance, and value alignment, and reasonably apply the STEP principle to achieve a win-win situation.

Keywords: Co-branded Products; Brand Identity Theory; Brand Core Values; Brand Image (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-888-2_71

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