This study investigates Chinese consumer preferences for culturally mixed co-branded products (CMCPs), focusing on two framing strategies: foreign × host culture (FB × PB) and host × foreign culture (PB × FB). Using structural equation modeling with data from 479 Chinese consumers, the results reveal that the effects of product fit and cultural congruence on co-branding attitude are stronger for PB × FB than FB × PB. Brand fit, however, shows a stronger influence on co-branding attitude for FB × PB. Co-branding attitude significantly impacts cultural sensitivity for PB × FB and product quality for FB × PB. Purchase probability is significantly influenced by co-branding attitude for both framing strategies, with PB × FB exhibiting a stronger effect. The study offers valuable recommendations for foreign and patriotic brands aiming to leverage the rising wave of patriotism in China.
