THE IMPACT OF AI ON STRATEGIC CO-BRANDING: ENHANCING BRAND EQUITY THROUGH TECHNOLOGY-DRIVEN ALLIANCES

This study explores the impact of Artificial Intelligence (AI) and technology-driven alliances on strategic co-branding and brand equity. Using a quantitative approach, data were collected from 220 marketing professionals across various industries to assess their perceptions of AI’s role in enhancing co-branding effectiveness, decision-making, partner selection, and personalized marketing efforts. Additionally, the study examined how technology-driven partnerships contribute to key brand equity dimensions, such as consumer trust, brand recognition, long-term loyalty, and overall brand value. One-sample t-tests were employed to evaluate the significance of respondents' perceptions, and the results indicated a strong positive impact of both AI and technology-driven alliances on co-branding success and brand equity enhancement. The findings suggest that businesses integrating AI and advanced technologies into their co-branding strategies can gain a competitive edge, improve customer engagement, and strengthen their market position. The study concludes by highlighting the importance of further research into industry-specific applications and the long-term effects of these tools on brand equity.