The Impact of Cross-Industry Co-Branding on Brand Equity: A Case Study of Xicha and Fendi
Research Article
Open Access
CC BY

The Impact of Cross-Industry Co-Branding on Brand Equity: A Case Study of Xicha and Fendi

Zhanshuo Zhang 1*
1 NEOMA Business School
*Corresponding author: zhanshuo.zhang.21@neoma-bs.com
Published on 13 August 2025
Journal Cover
AEMPS Vol.210
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-319-2
ISBN (Online): 978-1-80590-320-8
Download Cover

Abstract

As cross-industry co-branding becomes a prevalent strategy in contemporary marketing, understanding its effects on brand equity has become increasingly important. This paper explores the strategic alliance between Xicha, a leading Chinese new-style tea brand, and Fendi, a globally recognized luxury fashion house, to assess how such collaborations influence brand awareness, image, and loyalty. Adopting a mixed-method research design, the study analyzes both consumer perception data and brand performance indicators to evaluate the outcomes of the Xicha and Fendi partnership. The results demonstrate that the collaboration enhanced Xicha’s perceived premium value and elevated its status among aspirational consumers, while Fendi successfully engaged younger, digital-native audiences in the Chinese market. However, the alliance also raised concerns regarding authenticity and brand dilution, particularly for the luxury partner. The findings provide empirical support for the effectiveness of cross-industry co-branding in reshaping brand narratives and offer practical insights for brands seeking to navigate the opportunities and risks of such partnerships in culturally dynamic markets.

Keywords:

Co-Branding, Cross-Industry, Xicha and Fendi.

View PDF
Zhang,Z. (2025). The Impact of Cross-Industry Co-Branding on Brand Equity: A Case Study of Xicha and Fendi. Advances in Economics, Management and Political Sciences,210,14-19.

References

[1]. Chen, T., Zhang, Z., Zhao, Y.: Social media engagement in cross-border brand collaborations. International Marketing Review 38(5), 950-968 (2021)

[2]. Gammoh, B.S., Voss, K.E., Zhou, L.: Co-branding alliances: How brand personality affects consumer attitudes. Journal of Business Research 158, 113678 (2023)

[3]. Keller, K.L.: Consumer-based brand equity. Journal of Marketing 84(3), 45-58 (2020)

[4]. Kapferer, J.-N.: The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Kogan Page Publishers (2022)

[5]. Liu, X., Wang, Y.: Luxury-fast fashion collaborations: Impact on brand equity. Journal of Retailing 98(2), 301-315 (2022)

[6]. McKinsey & Company: China consumer report 2024: The new luxury playbook (2024)

[7]. Wang, H.Z., Chen, Z.X.: Impact of co-branding on brand equity. Management World 36(8), 154-170 (2020)

[8]. Zhang, M.X., Li, F.: Research on consumer cognition of crossover co-branding between luxury and fast-moving consumer goods. Journal of Marketing Science 18(3), 45-60 (2022)

[9]. Huang, M., Shen, J.: The Influence of Cross-Industry Co-Branding on Consumer Perception: A Study Based on the Fashion and Beverage Industry. Journal of Brand Management 28(7), 689-703 (2021)

[10]. Vigneron, F., Johnson, L.W.: Measuring Perceptions of Brand Luxury. Journal of Brand Management 11(6), 484-506 (2022)

References

[1]. Chen, T., Zhang, Z., Zhao, Y.: Social media engagement in cross-border brand collaborations. International Marketing Review 38(5), 950-968 (2021)

[2]. Gammoh, B.S., Voss, K.E., Zhou, L.: Co-branding alliances: How brand personality affects consumer attitudes. Journal of Business Research 158, 113678 (2023)

[3]. Keller, K.L.: Consumer-based brand equity. Journal of Marketing 84(3), 45-58 (2020)

[4]. Kapferer, J.-N.: The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Kogan Page Publishers (2022)

[5]. Liu, X., Wang, Y.: Luxury-fast fashion collaborations: Impact on brand equity. Journal of Retailing 98(2), 301-315 (2022)

[6]. McKinsey & Company: China consumer report 2024: The new luxury playbook (2024)

[7]. Wang, H.Z., Chen, Z.X.: Impact of co-branding on brand equity. Management World 36(8), 154-170 (2020)

[8]. Zhang, M.X., Li, F.: Research on consumer cognition of crossover co-branding between luxury and fast-moving consumer goods. Journal of Marketing Science 18(3), 45-60 (2022)

[9]. Huang, M., Shen, J.: The Influence of Cross-Industry Co-Branding on Consumer Perception: A Study Based on the Fashion and Beverage Industry. Journal of Brand Management 28(7), 689-703 (2021)

[10]. Vigneron, F., Johnson, L.W.: Measuring Perceptions of Brand Luxury. Journal of Brand Management 11(6), 484-506 (2022)

Cite this article

Zhang,Z. (2025). The Impact of Cross-Industry Co-Branding on Brand Equity: A Case Study of Xicha and Fendi. Advances in Economics, Management and Political Sciences,210,14-19.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Data-Driven Decision Making in Business and Economics

ISBN: 978-1-80590-319-2(Print) / 978-1-80590-320-8(Online)
Editor: Vartiak Lukáš
Conference website: https://2025.icftba.org/Bratislava.html
Conference date: 12 December 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.210
ISSN: 2754-1169(Print) / 2754-1177(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:

1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).

For authors
For editors
For reviewers

Cookies are used by this site.
Copyright © 2024 EWA Publishing, its licensors, and contributors. All rights reserved, including text and data mining, AI training, and similar technologies.