The influence of co-branding strategies on repurchase intention: Empirical evidence on cosmetics and herbal medicine collaboration product in Indonesia


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During collaboration strategies, companies combine two or more products with different characteristics. This strategy is interesting to research because it is an out-of-the-box strategy. In general, brand partnerships usually occur between companies with similar values, missions, and consumer target markets. This study aims to examine the effect of co-branding and promotions on customer-based brand equity and repurchase intentions with customer-based brand equity as a mediator. This paper used a quantitative approach. Data collection was carried out through online surveys distributed among 115 buyers of a collaborative product of Upmost Beauté cosmetic item and Tolak Angin herbal medicinal item in the city of Semarang, Central Java Province, Indonesia. Data analysis used regression tests and Sobel tests with SPSS 24.0 software. The research results found empirical evidence that co-branding and promotions increase customer-based brand equity, and customer-based brand equity increases repurchase intentions. These results also reveal the mediating role of customer-based brand equity in contributing to increased repurchase intentions. Co-branding and promotional strategies increase repurchase intentions through customer-based brand equity. Companies should focus on co-branding strategies, promotions, and customer-based brand equity to attract more consumers to repurchase Upmost Beauté and Tolak Angin collaboration product.

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    • Figure 1. Conceptual model
    • Table 1. Profile of respondents
    • Table 2. Co-branding indicators
    • Table 3. Promotion indicators
    • Table 4. Customer-based brand equity indicators
    • Table 5. Repurchase intention indicators
    • Table 6. Validity test
    • Table 7. Reliability test
    • Table 8. Determination test of models 1 and 2
    • Table 9. F-test for models 1 and 2
    • Table 10. Regression analysis for model 1
    • Table 11. Regression analysis for model 2
    • Table 12. Indirect effect and significance using normal distribution of path A
    • Table 13. Indirect effect and significance using normal distribution of path B
    • Conceptualization
      Robertus Basiya, Marlien Marlien
    • Formal Analysis
      Robertus Basiya, Kasmari Kasmari, Bambang Sutejo
    • Project administration
      Robertus Basiya, Marlien Marlien
    • Validation
      Robertus Basiya, Marlien Marlien, Bambang Sudiyatno
    • Writing – review & editing
      Robertus Basiya, Bambang Sudiyatno
    • Data curation
      Marlien Marlien, Kasmari Kasmari, Bambang Sutejo
    • Investigation
      Marlien Marlien, Bambang Sutejo, Bambang Sudiyatno
    • Writing – original draft
      Marlien Marlien, Kasmari Kasmari, Bambang Sutejo
    • Methodology
      Kasmari Kasmari, Bambang Sudiyatno
    • Visualization
      Kasmari Kasmari, Bambang Sutejo