The effects of product categories, brand alliance fitness and personality traits on customer’s brand attitude and purchase intentions: A case of Spotify

This study uses Spotify as the main brand, and aims to investigate the effects of different product categories (hedonic products /utilitarian products), brand alliance fitness, and locus of control on customer's brand attitude and purchase intention. A total of 309 valid samples were collected. The results show that the different product categories of cooperative brands affect customer's brand attitude and purchase intention, especially for hedonic products. And locus of control has moderating effects in some cases. Based on the results, this study proposes marketing practice suggestion for Spotify about choosing cooperation brand and some recommendation for the future research.