Analysis of the Impact of Crossover Brand Co-branding on Consumer Purchasing Behavior

Cross-border co-branding is one of the very popular marketing methods nowadays, consumer is benefitting a lot from that. Moreover, the co-branded products of Dior and Air Jordan have gained a very big buzz worldwide in 2020. This article was mainly based on the cross-border co-branding case of Air Jordan and Air Jordan to explore how consumers’ purchasing behavior is influenced. This paper uses the theory of planned behavior to investigate how various influencing factors affect consumers’ buying behavior. Later the research made a qualitative analysis by SWOT analysis on Dior with various influencing factors as variables. The conclusion of this study was that various influencing factors act externally and internally, respectively, to influence consumers’ purchasing behavior by affecting their attitudes and subjective norms. Therefore, in the next cross-border co-branding marketing, brands should pay more attention to consumers’ real needs in order to influence consumers and promote their purchasing behaviors.