摘要：跨界品牌联合现象日益盛行，不仅给企业的营销理念和营销策略带来了新的灵感，也给消费者的消费心理与消费行为带来了重要影响。面对不同整合度的跨界品牌联合，消费者会产生不同的认知反应，并最终影响消费者的购买意愿。通过4个实验发现，相比低整合度，高整合度的跨界品牌联合更能提高消费者购买意愿，消费者感知创新会中介跨界品牌联合整合度对消费者购买意愿的影响，此外这一中介过程也会受到产品类型的调节作用，当联合产品类型是享乐品时，跨界品牌联合整合度对消费者感知创新及购买意愿的影响得到加强。本文的研究结果不仅对深化和完善跨界品牌联合整合度对消费者购买意愿的影响机制研究有重要的理论意义，而且对企业开展跨界品牌联合营销有重要的实践意义。

Abstract: The increasing prevalence of cross-category brand alliance has not only brought new inspiration to companies’ marketing concepts and strategies, but also had a significant impact on consumers’ psychology and behavior. The different degrees of integration of products in cross-category brand alliance will lead to different cognitive responses and ultimately influence consumers’ purchase intention. The four experiments found that in cross-category brand alliance, products with a higher degree of integration are more likely to increase consumers’ purchase intention than products with a lower degree of integration, and that consumers’ perceived innovativeness mediates the effect of product integration on consumers’ purchase intention. The effect of product integration on consumers’ perceived innovativeness and purchase intention is enhanced when the product type is hedonic. The findings of this paper not only have important theoretical implications for deepening and improving the mechanism of product integration on consumers’ purchase intention in cross-category marketing, but also have important practical implications for companies to alliance with others.