Co-branding between a fashion brand and a hotel (language: EN, study location: The Netherlands)
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About this project
In this study, I examined the influence of brand fit between fashion and hotel brands on consumer purchase intentions, considering the moderating role of perceived co-branding uniqueness. The survey was structured around three main constructs: perceived brand fit, perceived co-branding uniqueness, and purchase intention, rated on a 1-to-5 Likert scale.
To evaluate these constructs, I conducted a principal component analysis, which confirmed that the three constructs explained 67% of the variance, with reliable internal consistency across most items. I employed multiple statistical tests to analyze the relationships among these constructs. A linear regression analysis indicated that perceived brand fit significantly predicts purchase intention, with the model explaining 28.6% of the variance.
Additionally, a moderation analysis using Hayes Process Macro Model 1 tested the hypothesis that perceived co-branding uniqueness would moderate this relationship. However, the results did not support a moderating effect, as the interaction term was not statistically significant.
All findings were carefully documented in tables and figures to enhance clarity. The results suggest that while brand fit strongly influences purchase intentions in co-branding contexts, perceived co-branding uniqueness does not significantly alter this effect, highlighting that the primary driver of consumer interest in co-branded offerings is the compatibility between the brands themselves.