The Mechanism of How Brand Collaborations Influence Consumer Purchasing Behavior: A Multi-Case Study Based on Collaborations Between Anime IPs and Luxury Brands

Xinru Tong

doi:10.47297/wspciWSP2516-252745.20250904

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Volume 9, Issue 4

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The Mechanism of How Brand Collaborations Influence Consumer Purchasing Behavior: A Multi-Case Study Based on Collaborations Between Anime IPs and Luxury Brands
The Mechanism of How Brand Collaborations Influence Consumer Purchasing Behavior: A Multi-Case Study Based on Collaborations Between Anime IPs and Luxury Brands
Faculty of Social Sciences, University of Macau, Macau, 999078, China
Vol. 9, Issue 4, Pages: 205-208(2025)
Published：30 August 2025
DOI：10.47297/wspciWSP2516-252745.20250904
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Tong Xinru.The Mechanism of How Brand Collaborations Influence Consumer Purchasing Behavior: A Multi-Case Study Based on Collaborations Between Anime IPs and Luxury Brands[J].Creativity and Innovation,2025,09(04):205-208.
DOI：

Tong Xinru.The Mechanism of How Brand Collaborations Influence Consumer Purchasing Behavior: A Multi-Case Study Based on Collaborations Between Anime IPs and Luxury Brands[J].Creativity and Innovation,2025,09(04):205-208. DOI： 10.47297/wspciWSP2516-252745.20250904.

摘要

Abstract

As collaborations between luxury brands and anime intellectual property (IP) become increasingly visible in youth culture

their influence on consumer behavior is drawing growing attention. This paper investigates three aspects of how such co-branding influences purchase decisions: cultural alignment

emotional resonance

and social interaction. This study

investigates three partnerships—JIMMY CHOO × Sailor Moon

GUCCI × Doraemon

and FENDI × Pokémon—using a qualitative multi-case analysis approach. The study applies a three-stage coding process to organize brand materials and user-generated content from social media platforms. According to the results

cultural alignment enhances brand identification; emotional resonance generates nostalgic resonance; social interaction promotes involvement and self-expression. This study deepens the theoretical lens of co-branding and offers actionable insights for luxury brand strategy.

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