Assessing the Effectiveness of Brand Collaborations on Consumer Behaviour and Purchase Intentions Among Young Adults in Malaysia

Lai, Zi Qi (2025) Assessing the Effectiveness of Brand Collaborations on Consumer Behaviour and Purchase Intentions Among Young Adults in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This research examines the effectiveness of brand collaborations on consumer behaviour and purchase intentions among young adults in Malaysia by exploring various factors, such as brand perception, marketing strategies, and collaboration characteristics. These factors influence purchasing decisions and consumer loyalty within this demographic. This research utilizes a quantitative approach, and the data was collected through a structured online questionnaire which consists of Likert-scale and multiple-choice questions hosted on Google Forms. A total of 100 young Malaysian adults aged 18-34 participated in this research and the findings offer insights into how brand collaborations impact consumer perceptions and drive purchasing intentions. The findings of this research highlight the multifaceted factors shaping young adults' purchase intentions regarding brand collaborations in Malaysia, the significance of elements such as exclusivity, social influence, and product appeal. This research also leverages psychological drivers such as exclusivity, Fear of Missing Out (FOMO), and emotional connections. Key motivators in this research like brand loyalty, cultural alignment with local traditions, and familiarity with product categories will enhance the appeal of collaborations. Brand reputation, unique product designs, affordability, and product quality are crucial in influencing purchase decisions. This research applies theoretical frameworks like the Customer-Based Brand Equity (CBBE) model and the Theory of Planned Behaviour (TPB) to explain consumer behaviour. Overall, the research offers insights into brand collaborations' impact on young adults in Malaysia and provides actionable guidance for businesses to optimize their strategies. This research provides practical implications for businesses seeking to leverage brand collaborations as a strategic tool, while also addressing the challenges and limitations of implementing such initiatives within the Malaysian market.