Co-branding Partner Selection and Consumer Behavior in New-Style Tea Beverages: Evidence from Naixue

ABSTRACT: This study examines the associations of brand-related factors with perceived value and Perceived Brand Attitude, evaluates the pathways through which internal evaluations relate to Behavioral Intention and Behavior, and develops recommendations for improving conversion and sustained purchasing in Naixue's co-branding campaigns. Using a quantitative cross-sectional design, the study first conducted a pretest with 96 valid questionnaires and then obtained 512 usable responses from actual and potential Naixue consumers through purposive and convenience sampling. The analyses included descriptive statistics, reliability and validity assessment, confirmatory factor analysis, structural equation modeling, and bootstrap procedures. The results show that Co-branding, Brand Innovation, and Brand Image are each positively and significantly associated with perceived value and Perceived Brand Attitude. Both internal evaluations are, in turn, positively associated with Behavioral Intention, and the association between Behavioral Intention and Behavior is the strongest in the model. Naixue should therefore select partners on the basis of brand fit and value creation, improve information delivery and transaction fulfillment, strengthen post-campaign repurchase management, and evaluate performance across short-term sales, sustained purchasing, and long-term brand equity. Keywords: Naixue; Co-branding; Brand Innovation; perceived value; Perceived Brand Attitude; Behavior