Abstract
The impact on consumer purchase intentions through co-branding strategies has sparked widespread discussion. Various researchers have combined this issue with factors such as consumer behavior and attitudes toward brands. This study examines the impact of co-branding between old and new brands on college students' purchase intention and makes recommendations for consumers as well as for the transformation and upgrading of old brands. This study utilizes a quantitative approach, using a questionnaire to collect data from 305 college students from various regions of China. Data was analyzed using regression analysis while employing SPSS and STATA software. The results show the positive influence of brand extension attitude, brand commitment and consumer perceived value on purchase intention. The large perceived value of co-branded products as a mediating variable reinforces the positive correlation between brand extension attitude and purchase intention. Brand commitment plays a moderating role between brand extension attitude and consumer perceived value and strengthens the positive correlation between brand extension attitude and consumer perceived value. This study provides explanations and suggestions regarding consumers' perceptions of the strategy of co-branding an established brand through association with a new brand. However, this study is currently limited to the consumer domain, and future research may include exploring the evolving consumer perceptions and trends over time, the impact of co-branding on the vertical development of old firms, and the role of digital platforms and social media in shaping consumer perceptions of co-branded old firms through sales data.