Can Cross-Industry Marketing Improve Corporate Performance?- A Case Study of the Co-Branding Collaboration Between CHAGEE and Nezha 2

Xianqin Huang

Pinnacle Academic Press Proceedings Series, 2026, vol. 12, 11-25

Abstract: Cross-border marketing has emerged as a pivotal strategy in brand promotion. However, its actual impact on corporate performance remains a subject of debate. Drawing upon the collaborative partnership between CHAGEE and the film "Nezha 2" as a case study, this paper systematically examines the impact of cross-industry marketing on corporate performance across four key dimensions-sales, communication, branding, and user engagement. The findings reveal the following: First, the impact of cross-industry marketing on corporate performance varies significantly across different dimensions-communication performance demonstrates the most outstanding results; sales performance experiences a short-term explosive surge; and both brand and customer performance achieve steady improvements, albeit with limited long-term sustainability. Second, three core mechanisms underpin the influence of cross-industry marketing on corporate performance: the "Attention Capture" mechanism, the "Emotional Transfer" mechanism, and the "Social Currency" mechanism. These three mechanisms correspond respectively to the consumer psychological progression of "See - Like - Share," thereby forming a complete closed loop ranging from traffic acquisition to brand building and, finally, to user-driven virality. Third, the efficacy of cross-industry marketing is highly contingent upon the degree of alignment between the brand and the IP, as well as the quality of campaign execution. This paper elucidates the intrinsic logic behind value creation in cross-industry marketing and provides practical insights for brand managers-encouraging them to adopt a rational perspective on performance returns, prioritize the strategic alignment between brands and IPs, and design co-branding campaigns that encompass the entire value chain.

Keywords: cross-border marketing; co-branding; attention capture; emotional transfer; social currency; corporate performance (search for similar items in EconPapers)
Date: 2026
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