How does cross-cultural brand collaboration affect consumer purchasing behavior —— A case study based on the Uniqlo and KAWS collaboration

Abstract

With the acceleration of economic globalization and deepening cultural integration, cross-cultural brand collaborations have become an important marketing strategy for enterprises to expand into international markets and enhance market competitiveness. By taking the cross-cultural brand collaboration between Uniqlo and KAWS as a typical case study, and through in-depth interviews and grounded theory analysis, this paper aims to clarify the factors influencing consumer purchasing behavior in the process of cross-cultural brand collaboration. It explores how unique marketing strategies affect changes in consumer purchasing behavior compared to non-collaborated products, providing theoretical basis and practical guidance for Chinese enterprises implementing cross-cultural brand collaborations under the backdrop of economic globalization. The study reveals that brand image compatibility, product synergy effects, and cultural difference perception are core influencing factors; while unique marketing approaches such as culturally integrated design, localized marketing communication, and scarcity strategies significantly enhance consumer purchase intention