Research on the Influence Mechanism of Fashion Brands’ Crossover Alliance on Consumers’ Online Brand Engagement: The Mediating Effect of Hedonic Perception and Novelty Perception

Jinjiang Cai, Jingjing Wu, Hongjie Zhang () and Yifei Cai
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Jinjiang Cai: College of Textiles and Apparel, Quanzhou Normal University, Quanzhou 362000, China
Jingjing Wu: College of Management and Economics, Fujian Agriculture and Forestry University, Fuzhou 350002, China
Hongjie Zhang: College of Textiles and Apparel, Quanzhou Normal University, Quanzhou 362000, China
Yifei Cai: College of Textiles and Apparel, Quanzhou Normal University, Quanzhou 362000, China

Sustainability, 2023, vol. 15, issue 5, 1-17

Abstract: In recent efforts, instead of the conventional co-branding marketing approach, many fashion brands have tried to break through the original image by applying a crossover alliance method, and have achieved good results in practice. However, whether this kind of alliance can effectively enhance consumers’ online brand engagement is still a key question to be addressed. Using the S-O-R model, the paper introduces two mediating variables, novelty perception and hedonic perception, to explore the potential mechanism of brand image differences and product type differences on consumers’ online brand engagement under the background of a crossover alliance of fashion brands. This study shows that (1) brand image differences and product type differences positively affect consumers’ novelty perceptions and hedonic perceptions, and (2) such positive perceptions facilitate online brand engagement of consumers.

Keywords: fashion brands; crossover alliance; online brand engagement; hedonic perception; novelty perception (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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