The Moderating Effect of Trust on the Impact of Chinese Consumers’ Perceived Cost of Co-branded Packaging on Purchase Intention for Time-Honored Brands
List of Authors
Faryna Mohd Khalis, Hasnul Azwan Azizan, Yulin Tan
Keyword
Co-Branding, Perceived Cost, Trust, Cultural Heritage, Purchase Intention
Abstract
The purpose of this study was to investigate how co-branded packaging influences consumer purchase intentions, with a particular focus on the mediating roles of perceived cost, trust, and cultural value. Given the growing popularity of co-branding strategies in revitalizing time-honored Chinese brands, this research aimed to explore both the functional and symbolic dimensions that drive consumer decision-making. A mixed-method design was employed to provide a comprehensive understanding of consumer perceptions. Quantitative data were collected through a structured survey of 120 respondents and analyzed using structural equation modeling to test hypothesized relationships. To complement these findings, qualitative interviews were conducted with a smaller group of consumers, and thematic analysis was used to uncover deeper insights into cultural and psychological drivers of purchasing behavior. The results showed that perceived cost negatively influenced purchase intention, while trust and cultural heritage value positively shaped consumer attitudes toward co-branded packaging. Moreover, packaging was not only viewed as a marketing tool but also as a status symbol, particularly among younger consumers who associated it with trendiness and social expression. This study contributed to branding literature by integrating cultural identity and symbolic value into co-branding research. Practically, it provided brand managers with strategies to balance consumer cost concerns with heritage preservation and modern design trends.