Impact of Brand Collaboration on Consumers’ Purchase Intention of New Energy Vehicles

Abstract

This study constructs a “Brand Collaboration - Consumer Perceived Value - Purchase Intention” model based on the Stimulus - Organism - Response (SOR) theory, examining the role of brand collaboration in the new energy vehicle market across three dimensions: collaborative brand awareness, resource complementarity, and technological visibility of co-branded products. An empirical analysis of questionnaire data reveals that brand collaboration significantly enhances consumers’ perceptions of a product’s functional value, thereby strengthening their purchase intentions. Furthermore, the study confirms the mediating role of consumer perceived value between brand collaboration and purchase intention. By employing a data-driven approach, the research identifies specific pathways through which brand collaboration boosts market competitiveness, offering both theoretical foundations and practical insights for enterprises seeking to optimize their marketing strategies.