Research on the Influence Mechanism of Fashion Brands’ Crossover Alliance on Consumers’ Online Brand Engagement: The Mediating Effect of Hedonic Perception and Novelty Perception

In recent efforts, instead of the conventional co-branding marketing approach, many fashion brands have tried to break through original image by applying a crossover alliance method, and achieved good results in practice. However, whether this kind can effectively enhance consumers’ online brand engagement is still key question be addressed. Using S-O-R model, paper introduces two mediating variables, novelty perception hedonic perception, explore potential mechanism differences product type on under background brands. This study shows that (1) positively affect perceptions perceptions, (2) such positive facilitate consumers.