Impact of Co-Branding Strategies on Consumer Perception and Business Performance in Online Selling Platforms

Abstract

Co-branding has emerged as an effective marketing strategy in the rapidly growing e commerce environment. It involves the collaboration of two or more brands to create greater value for customers and improve market performance. This study focuses on analyzing the impact of co-branding strategies on consumer perception and business performance in online selling platforms. The main objective of the study is to understand how co-branding influences consumer trust, brand awareness, purchase intention, and overall perception towards products and services offered through online marketplaces. The study is based on both primary and secondary data. Primary data was collected through a structured questionnaire distributed to consumers who frequently use online selling platforms. The collected data was analyzed using statistical tools such as simple percentage analysis, Likert scale technique, and chi-square test to identify the relationship between different variables. The findings of the study indicate that co-branding strategies have a positive impact on consumer perception by improving brand credibility, increasing awareness, and encouraging consumers to make purchasing decisions. In addition, effective co-branding partnerships help businesses strengthen their brand image, attract more customers, and improve overall business performance in the competitive online market. The study concludes that successful co-branding strategies can significantly influence consumer perception and contribute to better business outcomes when implemented with proper brand compatibility, marketing strategies, and customer-oriented services.