BRAND ALLIANCES, CUSTOMER ENGAGEMENT, AND PURCHASE INTENTION FOR CHINESE MUSEUM PRODUCTS
DOI:
https://doi.org/10.14456/aamr.2025.52Keywords:
Brand Cross-Over Alliance, Customer Engagement, Purchase Intention, Museum Cultural Products, Cross-Border E-commerceAbstract
The rapid growth of cultural and creative industries is increasingly driving museums to seek innovative revenue streams, particularly through brand-crossover alliances and e-commerce. This study investigates how brand crossover alliances affect consumers' purchase intentions for museum cultural and creative products at Henan Provincial Museums in China, focusing on the mediating role of customer engagement behavior. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from 307 students at higher vocational colleges in Yunnan Province, who are being trained for cross-border e-commerce. Findings indicate that cross-over joint complementarity significantly influences purchase intention. Although brand identity consistency and partnership association did not directly affect purchase intention, they were crucial in fostering customer engagement behavior. This engagement, in turn, significantly predicted purchase intention, confirming its full mediating role between brand alliance factors and consumer willingness to buy. These insights highlight that while consistency and strong partnerships initially reduce psychological barriers and capture attention, actual purchase is driven by the perceived value derived from complementary alliance aspects and mediated by active customer engagement. The study provides actionable recommendations for enhancing cultural intelligence training for cross-border live-streaming talents and optimizing alliance strategies to boost sales of museum cultural and creative products in the growing Chinese market.
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