HOW DO BRAND COLLABORATIONS INFLUENCE PURCHASE INTENTIONS? THE THEORETICAL IMPLICATIONS OF THE COLLABORATION BETWEEN LUCKIN COFFEE AND MOUTAI

This article focuses on the influence mechanism of brand collaborations on consumers' purchasing intentions, taking the collaboration between Luckin Coffee and Moutai as the entry point. By sorting out relevant theories such as brand equity theory and consumer perceived value theory, this paper deeply analyzes the role of brand collaborations on purchase intention from dimensions such as brand equity integration, consumer perceived value creation, and satisfaction of symbolic consumption demands. Research has found that successful brand collaborations can leverage the advantages of both brands to offer consumers unique value experiences, thereby enhancing their purchase intentions. Meanwhile, this article also explores the risks that may be faced in brand collaboration practices and the corresponding strategies, aiming to provide theoretical guidance and practical references for enterprises to carry out brand collaboration marketing.