With the rapid development of digital economy in our country, the product marketing needs not only to meet the material needs, but also the psychological and spiritual needs. The brand cross-brand joint marketing has become one of the rapidly developing product marketing patterns. As one of the product types favored by young consumer groups in recent years, the future development momentum can not be underestimated. Based on the perspective of consumer perceived value theory, the paper proposes research hypothesis on the basis of previous research results, and constructs a theoretical model of “Brand-co-branded product attributes - Consumer perceived value - Consumer purchase intention”. The data were collected through online questionnaire survey and verified and analyzed by SPSS and Mplus. The results show that enterprises should not blindly pursue the famous brand effect, but should focus on improving the intrinsic value of products from the emotional value, social value and cost level perceived by consumers. Priority should be given to the value compatibility of both parties when seeking brand co-branding. Flexible and appropriate use of limited supply, increasing product prices and other marketing methods. On the one hand, the paper expands the research content of influencing factors of consumers’ perceived value and purchase intention from the perspective of brand co-branded product attributes. On the other hand, it provides practical enlightenment for enterprises to develop brand co-branded products from the perspective of consumer perceived value.