近年来不断有品牌突破自身产品局限，开始尝试以品牌联名的方式进行品牌合作，并取得较大成功。但与此同时，失败的案例也屡见不鲜。因此，品牌联名到底是否可以促进消费行为，如何开展有效的品牌联名营销，成为了急需解决的问题。本文以故宫和安踏的联名产品为例进行实证研究，通过使用SPSS24.0对样本数据进行统计验证分析后得到如下结论：品牌联合匹配度的构成要素是产品匹配度、产品涉入度和品牌关系质量。品牌联名效应由联名品牌信任和联名品牌热忱两方面支撑。品牌联合匹配度显著正影响品牌联名效应，品牌联名效应显著正影响品牌联名消费。由上述研究结论可知，联名品牌信任、热诚和消费行为是以良好的品牌匹配度、品牌涉入度和品牌关系质量为基础。品牌联名作为一种营销手段确实可以有效的促进消费行为。因此，增强联名品牌的匹配度和涉入度、提升品牌关系质量就成为开展联名品牌营销的重要途径。

In recent years, brands have continuously broken through the limitations of their own products and started to try to collaborate through brand collaborations, achieving great success. But at the same time, failed cases are also common. Therefore, whether brand collaboration can promote consumer behavior and how to carry out effective brand collaboration marketing have become urgent issues that need to be addressed. This article takes the joint products of the Palace Museum and Anta as an example for empirical research. After using SPSS 24.0 to statistically verify and analyze the sample data, the following conclusion is drawn: the constituent elements of brand joint matching degree are product matching degree, product involvement degree, and brand relationship quality. The brand collaboration effect is supported by both the trust and enthusiasm of collaborative brands. The matching degree of brand collaboration significantly positively affects the brand collaboration effect, and the brand collaboration effect significantly positively affects brand collaboration consumption. From the above research conclusions, it can be concluded that Co-branded trust, enthusiasm, and consumer behavior are based on good brand matching, brand involvement, and brand relationship quality. Brand collaboration as a marketing strategy can indeed effectively promote consumer behavior. Therefore, enhancing the matching and involvement of joint brands, and improving the quality of brand relationships have become important ways to carry out joint brand marketing.