How consumers form attitude toward brand collaboration: the case of LEGO ⨯ Formula 1

Purpose This study investigates how differences in brand image and product type influence consumers' perceived novelty and hedonic perception. Furthermore, it examines whether these perceptions ultimately influence consumers' brand attitudes toward the partnering brands. Using the cross-industry collaboration between LEGO and Formula 1 (F1) as the research context, the study explores the psychological mechanism of distinct fan groups. Design/methodology/approach Online survey is utilized for data collection from F1 fans (N = 241) and LEGO fans (N = 500). Multi-group structural equation modeling (multi-group SEM) is conducted to test the proposed hypotheses. Findings This study reveals distinct psychological mechanisms between different fan groups when evaluating brand collaborations. F1 fans are more sensitive to brand image differences while LEGO fans respond more strongly to differences in product type. Although the two groups are triggered by different types of differences, perceived novelty enhances hedonic perception in both groups. Moreover, perceived novelty and hedonic perception positively influence brand attitudes toward collaborative brands, suggesting that both cognitive and affective dimensions play critical roles in evaluating brand partnerships. Originality/value This study makes two critical theoretical contributions. First, it extends Schema Congruity Theory by distinguishing between brand image differences and product type differences, showing how each interacts with audience-specific schema structures to form their attitude toward the partnering brands. Second, the study highlights the importance of consumer characteristics in cross-industry brand collaborations, emphasizing that the effectiveness of such partnerships depends on the interplay between brand differences and hedonic/novelty perception.