패션 브랜드 콜라보레이션의 제품속성이 지각된 가치와 구매의도에 미치는 영향: 인지적 학습이론을 중심으로

초록

As one of the strategies for brand differentiation, brand collaboration has recently gained attention from many industries. Brand collaboration refers to a marketing activity of two or more well-known brands of different fields targeting consumers or a new market. Brand collaboration is advancing into a type of productive collaboration that creates and converges new consumer values beyond the mutual complementation among individual brands. This study aimed to empirically explore the influence of intrinsic and extrinsic attributes of fashion brand collaboration of different kinds on the perceived value formation and purchase intention. In addition, this study examined the moderating effect of perceived fit between two brands (e.g. collaborator and collaborate). The results confirmed that the intrinsic and extrinsic attributes of the collaboration product had a positive influence on the perceived value formation and purchase intention. Moreover, a significant moderating effect of the perceived fit between brands on the relationship between intrinsic attributes and purchase intention was verified. The results of this study provide the basic foundation for establishing effective brand collaboration strategies for individual brands and suggests a proper direction of collaboration.

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