Co-branding between food and luxury fashion brands: how it influences consumers´ purchase intention and its impact on brand equity and brand personality of the primary brand

Abstract

The FMCG is a very saturated environment. As food processing brands become increasingly pressured to adapt innovative ways to communicate with their targets, the existing academic literature suggests that co-branding with luxury fashion brands could influence consumers’ purchase intention by strengthening the uniqueness of the offering, and influencing consumers’ perceptions of the food brand, impacting on its consumer-based brand equity and brand personality. Through an experiment and a quantitative investigation that surveyed 120 individuals, this thesis confirms the influential effect of co-branding on purchase intention, yet long-term effect of such construct on the primary brand remains questionable.