Research on the Influence Mechanism of Fashion Brands’ Crossover Alliance on Consumers’ Online Brand Engagement: The Mediating Effect of Hedonic Perception and Novelty Perception

Abstract

In recent efforts, instead of the conventional co-branding marketing approach, many fashion brands have tried to break through the original image by applying a crossover alliance method, and have achieved good results in practice. However, whether this kind of alliance can effectively enhance consumers’ online brand engagement is still a key question to be addressed. Using the S-O-R model, the paper introduces two mediating variables, novelty perception and hedonic perception, to explore the potential mechanism of brand image differences and product type differences on consumers’ online brand engagement under the background of a crossover alliance of fashion brands. This study shows that (1) brand image differences and product type differences positively affect consumers’ novelty perceptions and hedonic perceptions, and (2) such positive perceptions facilitate online brand engagement of consumers.

Customer Engagement in Online Brand Community: A Bibliometric Analysis

“…Based on social exchange theory, Zhang et al (2021) explored the mediating role of community commitment in alleviating members' unwillingness to contribute time and energy to the community through community support. Cai and Bae's (2023) findings show that a high level of community identification and relational commitment have a positive relationship with the active engagement of community members.…”

“…Valmohammadi et al (2023) believe that brand community identification and brand community elements have a positive impact on consumers' positive behavior, brand trust, and brand loyalty. Consumer commitment is another factor researchers have focused on as an antecedent to active participation behavior (Zhang et al, 2021;Cai & Bae, 2023). Although online brand communities provide convenience for consumers, when information contributors do not feel the recognition of information seekers or receive rewards from the community, they will be unwilling to continue contributing knowledge (Zhang et al, 2021).…”

Pengaruh Perceived Fit, Perceived Novelty, Dan Customer Attitude Terhadap Purchase Intention Dalam Strategi Co-Branding

“…Konsumen cenderung tertarik pada produk yang dianggap unik, memberikan pengalaman yang mengejutkan tetapi tetap masuk akal, serta berbeda dari produk sejenis yang sudah ada. Karakteristik kebaruan dan perbedaan ini memicu minat konsumen untuk mencoba dan membeli produk baru tersebut [6]. Dengan melakukan inovasi, perusahaan dapat menciptakan keunggulan kompetitif yang memungkinkan mereka memenangkan persaingan di pasar dan memperluas pangsa pasar mereka [7].…”

Contribution of Brand Image to Consumer Behavior: a Systematic Review

“…For Cai et al (2023), they explore the online consumer behavior regarding fashion clothing brands, showing that they respond to external stimuli based on the "ideal social image," which is part of self-concept and relates to how the consumer wishes others to perceive them. They emphasize that consumer behavior online presents a different type of behavior to a brand that is not present in the online system.…”