The Evolution of Brand Co-Branding Models Empowered by New Media Platforms: A Cultural Ecology Study Based on Symbolic Consumption and Cross-Circle Communication

Abstract

The new media ecology generated by the digital technology revolution is reshaping the underlying logic of brand co-branding. Taking symbolic consumption theory and cross-circle communication theory as the dual-track framework, this study systematically analyzes how new media platforms reconstruct the cultural ecology of brand co-branding through technological empowerment and communication innovation via multi-case in-depth descriptions and mixed research methods. The study reveals that brand co-branding in the new media environment exhibits three characteristics: dynamic construction of symbolic value, fission of cross-circle communication networks, and innovation of technology-driven logic, forming an interactive mechanism with "symbol-communication-technology" as the core. This research not only expands the techno-cultural dimension of brand co-branding theory but also provides an integrated analytical framework for enterprises to build ecological co-branding strategies in the digital era.