The Impact of Cross-Border Cooperation and Brand Co-Branding on Product Sales and Customer Loyalty

DOI

10.2991/assehr.k.200826.092How to use a DOI?

Keywords

Brand loyalty, Customer mobility, Collaboration, Co-Marketing, Brand spirit

Abstract

This article studies how brand cross-border cooperation affects customer loyalty and customer numbers. The model of cross-border cooperation between the two brands will be used in this article. This article adopts a qualitative method and selects multiple peer articles for theoretical basis and analysis. Meanwhile, sales data and keywords searched on the sales platform are collected for verification. Because brand cross-border cooperation has the advantages of sharing resource, saving capital, increasing brand topical heat, and accumulating customer loyalty, it can be concluded that cooperative marketing will be beneficial to brand marketing. But at the same time, there are some potential risks in brand cooperation. For example, meaningless cooperation will lead to customer loss. Therefore, brands should try to avoid these problems when conducting cross-border marketing with partners.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jiahao Xu
PY  - 2020
DA  - 2020/08/28
TI  - The Impact of Cross-Border Cooperation and Brand Co-Branding on Product Sales and Customer Loyalty
BT  - Proceedings of the 2020 4th International Seminar on Education, Management and Social Sciences (ISEMSS 2020)
PB  - Atlantis Press
SP  - 464
EP  - 468
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200826.092
DO  - 10.2991/assehr.k.200826.092
ID  - Xu2020
ER  -