• Palaksh Soni
• Danish Khan

Purpose - The purpose of this paper is to understand and research about Brand Collaboration and its impact on Consumer Buying Behaviour. Research Implication - This research provide a preliminary knowledge of Brand Collaboration and its impact on consumer buying behaviour. Further this research might use alternative methods and this paper might make use of secondary research methodology that is it relied on already existing data. Findings - In this paper we came across that Brand collaborate with other brands and this actually increase the sales. Originality - The researcher tried to establish a link between 'Brand Collaboration' and 'Consumer Buying Behaviour'.

Brand Collaboration, Consumer Buying Behaviour

"A Study on Brand Collaboration and its impact on Consumer Buying Behaviour ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 2, page no.167-176, February-2024, Available :http://www.jetir.org/papers/JETIRGC06020.pdf

"A Study on Brand Collaboration and its impact on Consumer Buying Behaviour ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 2, page no. pp167-176, February-2024, Available at : http://www.jetir.org/papers/JETIRGC06020.pdf