The Impact of Museum Co-Branding Products on Consumer Behavioral Intentions: Focusing on the Palace Museum and Pop Mart

This study, based on the ABC model, examines how consumers’ perceptions of product attributes and cultural identity influence their behavioral intentions toward co-branded products by museums and commercial brands. Using the Palace Museum and Pop Mart collaboration as a case, data from 312 Chinese respondents were analyzed via structural equation modeling. Results show that perceived scarcity and uniqueness positively influence attitudes, which in turn enhance purchase and visit intentions. Emotional and value-based cultural identity impact intentions both directly and indirectly through attitudes. In contrast, perceived fit has no significant effect, and innovativeness affects attitudes but does not translate into behavioral intention. The findings underscore the importance of emotional resonance and cultural identity in co-branding strategies.