Purpose: In recent years, with the continuous development of the China Chic economy, an increasing number of foreign … brands have partnered with China Chic intellectual property (IP) to introduce collaborative products. Although collaboration … products between foreign brands and China Chic IPs have been consistently introduced, there is still a limited amount of …

behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be … explanations. An empirical investigation reveals strong support for categorization effects and changes in perception, which affect …