In recent years, new cases of brand crossover alliance continue to appear, and the joint products under the brand crossover alliance are quite different, which is in great contrast with the pursuit of matching of the past brand alliance. How to improve the effect of brand crossover alliance has become the focus of academic and practical circles. This paper explores the influence mechanism of product association distance and concept interpretation strategy on the evaluation of the joint product and purchase intention in the context of brand crossover alliance. Through empirical research, it is found that compared with close product association, remote product association leads to lower evaluation rating of the joint product and lower consumer purchase intention. Perceived risk and innovation play a partial mediating role. And the concept interpretation strategy can moderate the product among product association distance, the evaluation of the joint product and consumers' purchase intention, as well as the relationship among product association distance, perceived risk and perceived innovation.