Research on the influence of IP co-branding on consumers’ purchase intention -- mediated by consumers’ perceived value
With the improvement of China’s living standards and the development of digital economy, consumers are not only pursuing simple material consumption, but also need to obtain psychological and spiritual needs of consumption. The marketing promotion model of co-branded cooperation between enterprises...
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| Format: | Article |
| Language: | English |
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EDP Sciences
2024-01-01
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| Series: | SHS Web of Conferences |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2024/01/shsconf_icdeba2023_01026.pdf |