Abstract:
The objective of this research was to study Chinese consumer behaviors on Heytea's co-branding campaigns (i.e., Dove, Kiehl's, and Fenty Beauty). Based on the quantitative research approach, two hundred and six Heytea's current millennial consumers, aged between 20 and 40 years old in China, who had purchased Heytea's products in the past six months, were asked to complete online questionnaires, to study their perception, attitude, and behavioral intention. The findings illustrated that most respondents had favorable perceptions on Heytea. For co-branding campaigns, most respondents felt Kiehl's and Fenty Beauty had more distinctive brand identity than Dove, resulting in less positive attitudes toward Dove brand. In addition, most respondents had positive attitudes and behavioral intentions on all three co-branding campaigns.
