From Screen to Shelf: Factors Explaining Consumers’ Purchase Intentions of Co-Branded Personal Care Products with Streaming Series - A Quantitative Study
(2026) BUSN39 20261Department of Business Administration
- Abstract
- Consumer brands increasingly enter co-branding collaborations with popular streaming series, seeking to transfer cultural meanings and pre-existing emotional attachments directly onto their brand and products. This study addresses a significant research gap by examining co-branding with streaming series from a personal care brand perspective, asking which factors influence consumer purchase intention towards personal care products co-branded with a streaming series and what role product consumption visibility plays.
Drawing on co-branding literature and grounded in the Meaning Transfer Model (McCracken, 1986), the study identifies three factors proposed to influence consumer purchase intention: perceived brand authenticity, perceived... (More) - Consumer brands increasingly enter co-branding collaborations with popular streaming series, seeking to transfer cultural meanings and pre-existing emotional attachments directly onto their brand and products. This study addresses a significant research gap by examining co-branding with streaming series from a personal care brand perspective, asking which factors influence consumer purchase intention towards personal care products co-branded with a streaming series and what role product consumption visibility plays.
Drawing on co-branding literature and grounded in the Meaning Transfer Model (McCracken, 1986), the study identifies three factors proposed to influence consumer purchase intention: perceived brand authenticity, perceived brand image fit, and consumer attitude towards the streaming series. Product consumption visibility is introduced as a moderating variable. A quantitative experimental design was employed and data from 164 female participants were analysed using PLS-SEM. The findings reveal that perceived brand authenticity is the only significant positive factor influencing purchase intention. Neither perceived brand image fit nor consumer attitude towards the streaming series produced a statistically significant direct effect. None of the moderation effects of consumption visibility were supported.
Theoretically, the Meaning Transfer Model is extended by positioning perceived brand authenticity as a legitimation condition within the meaning transfer process and provides empirical grounds for reconceptualising consumption visibility as a continuous rather than a binary construct. Practically, personal care brands cannot rely solely on the cultural meaning of a streaming series and should instead actively communicate the shared logic of the collaboration to be perceived as credible and drive purchase intention. Consumption visibility does not appear to significantly influence consumers' evaluations. Contrary to expectations, a non-significant negative trend was observed for consumer attitude. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/student-papers/record/9246027
- author
- Potthoff, Nina LU and Kächele, Dagmar Violanta LU
- supervisor
- organization
- course
- BUSN39 20261
- year
- 2026
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Co-branding, Personal Care, Streaming Series, Perceived Brand Authenticity, Perceived Brand Image Fit, Consumer Attitude, Consumption Visibility, Purchase Intention
- language
- English
- id
- 9246027
- date added to LUP
- 2026-07-03 09:01:41
- date last changed
- 2026-07-03 09:01:41
@misc{9246027,
abstract = {{Consumer brands increasingly enter co-branding collaborations with popular streaming series, seeking to transfer cultural meanings and pre-existing emotional attachments directly onto their brand and products. This study addresses a significant research gap by examining co-branding with streaming series from a personal care brand perspective, asking which factors influence consumer purchase intention towards personal care products co-branded with a streaming series and what role product consumption visibility plays.
Drawing on co-branding literature and grounded in the Meaning Transfer Model (McCracken, 1986), the study identifies three factors proposed to influence consumer purchase intention: perceived brand authenticity, perceived brand image fit, and consumer attitude towards the streaming series. Product consumption visibility is introduced as a moderating variable. A quantitative experimental design was employed and data from 164 female participants were analysed using PLS-SEM. The findings reveal that perceived brand authenticity is the only significant positive factor influencing purchase intention. Neither perceived brand image fit nor consumer attitude towards the streaming series produced a statistically significant direct effect. None of the moderation effects of consumption visibility were supported.
Theoretically, the Meaning Transfer Model is extended by positioning perceived brand authenticity as a legitimation condition within the meaning transfer process and provides empirical grounds for reconceptualising consumption visibility as a continuous rather than a binary construct. Practically, personal care brands cannot rely solely on the cultural meaning of a streaming series and should instead actively communicate the shared logic of the collaboration to be perceived as credible and drive purchase intention. Consumption visibility does not appear to significantly influence consumers' evaluations. Contrary to expectations, a non-significant negative trend was observed for consumer attitude.}},
author = {{Potthoff, Nina and Kächele, Dagmar Violanta}},
language = {{eng}},
note = {{Student Paper}},
title = {{From Screen to Shelf: Factors Explaining Consumers’ Purchase Intentions of Co-Branded Personal Care Products with Streaming Series - A Quantitative Study}},
year = {{2026}},
}