The Impact of Novelty and Brand Image Interaction on Consumer Decision Making

Jiayi Zhou

2025

Abstract

In the competitive market, brand co-branding is a common marketing strategy. However, the impact of novelty, brand image, and multimedia marketing interactions on consumer decision-making in brand co-branding has not yet formed a complete theoretical system. This paper aims to explore the co-branding effect in multimedia marketing, using a case study approach, with the co-branding case of Luckin Coffee and Butter Bear as the research object. By analyzing the product design, marketing design, sales data, and consumer feedback of the co-branding partnership, this study deeply explores the influence mechanisms of relevant factors. The study found that novelty attracts consumers' attention through the perceptual attraction mechanism; brand image enhancement increases consumer trust and loyalty through emotional resonance; multimedia marketing amplifies the impact of novelty and brand image through the communication amplification mechanism, thereby influencing consumer decision-making. The interaction between novelty and brand image in brand co-branding has a significant impact on consumer decision-making, and companies should pay attention to this interaction to develop effective co-branding marketing strategies.

Paper Citation

in Harvard Style

Zhou J. (2025). The Impact of Novelty and Brand Image Interaction on Consumer Decision Making. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 103-108. DOI: 10.5220/0014074700004942

in Bibtex Style

@conference{apmm25,
author={Jiayi Zhou},
title={The Impact of Novelty and Brand Image Interaction on Consumer Decision Making},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={103-108},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014074700004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - The Impact of Novelty and Brand Image Interaction on Consumer Decision Making
SN - 978-989-758-791-7
AU - Zhou J.
PY - 2025
SP - 103
EP - 108
DO - 10.5220/0014074700004942
PB - SciTePress