The Impact of Co-Branding in New-Style Tea Brands on Consumer Purchase Intention Based on the SOR Model

DOI: https://doi.org/10.62517/jnme.202610112

Author(s)

Liuxin Li

Affiliation(s)

City University of Hong Kong, Hong Kong, China

Abstract

This study, based on the SOR (Stimulus-Organism-Response) model, deeply explores the impact of co-branding in new-style tea brands on consumer purchase intention. This study examines how co-branding, as an external stimulus, shapes consumer behavior by triggering internal changes in affect and cognition, thereby influencing purchase intention. It will provide theoretical basis and practical guidance for new-style tea brands to better carry out co-branding activities, helping them formulate more effective marketing strategies amid market competition.

Keywords

SOR Model; Co-Branding; Brand Attitude; Consumer Purchase Intention

References

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