Interplay of Imagery: Unveiling the impact of Co-branding anthropomorphized couple imagery on consumer engagement

Jinlin Meng and Jing Zhang

Journal of Retailing and Consumer Services, 2025, vol. 86, issue C

Abstract: Leveraging co-branding to engage a broader consumer base has become critical for brands to achieve mutual benefits. Despite the widespread use of anthropomorphized couple imagery in brand collaborations within the Asian market, research on its effectiveness in co-branding remains limited. This study comprises three behavioral studies, including six experiments, that examine the influence of anthropomorphized couple imagery on consumer behavior in co-branding settings. The findings reveal that anthropomorphized couple imagery significantly enhances consumers’ perceptions of brand fit, increases purchase intentions, and stimulates the spread of electronic word-of-mouth (eWOM), particularly among consumers with lower real-world intimate relationship satisfaction. Furthermore, the study shows how luxury and mass-market brands use this imagery in collaborations to enhance consumer engagement. This study explores how consumers in Asia respond to anthropomorphized couple imagery, providing brand managers with innovative insights for designing co-branding campaigns.

Keywords: Co-branding; Anthropomorphized couple marketing; Brand fit; Consumer engagement; Electronic word-of-mouth (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:86:y:2025:i:c:s0969698925000992

DOI: 10.1016/j.jretconser.2025.104320

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