This study focuses on the impact of cute IP collaborations on purchasing intentions among young people aged 15-35

taking the "Line Dog x Luckin Coffee" collaboration as a typical case

and explores the internal mechanisms between emotional resonance

brand identity and consumer psychology through a hybrid research method combining questionnaire surveys and in-depth interviews. The study found that the healing and affability conveyed by the cute IP significantly enhanced consumers' perceived value and purchase intention of the co-branded products

especially creating an emotional consumption trend under the influence of social media dissemination effects; At the same time

the younger generation

driven by identity and self-expression

is more inclined to achieve social symbolic expression through purchasing co-branded products. The research not only enriches the application perspective of IP collaboration marketing theory among young consumers

but also provides practical references for brands in terms of content creativity and user emotional connection strategies. In addition

the research reveals the limitations of current co-branding marketing

such as severe homogenization and insufficient sustainability

and suggests strengthening cultural connotations and optimizing the long-term operation mechanism.