The Impact of Character Collaboration Product Characteristics on Brand Awareness and Purchase Intention: Focusing on F&B Products

• 영문명: The Impact of Character Collaboration Product Characteristics on Brand Awareness and Purchase Intention: Focusing on F&B Products
• 발행기관: 한국식품보건융합학회
• 저자명: Kyung Tae JANG Senghyeon LEE Seong-Soo CHA
• 간행물 정보: 『식품보건융합연구』제10권 2호, 1~5쪽, 전체 5쪽
• 주제분류: 복합학 > 과학기술학
• 파일형태: PDF
• 발행일자: 2024.03.30

영문 초록

This study aims to investigate the impact of character collaboration product characteristics on brand awareness and purchase intention within the food and beverage (F&B) industry, with a special focus on Generation MZ's growing interest in such products. The methodology involves a comprehensive review of existing literature on character marketing, brand awareness, and consumer purchase intention, supplemented by case studies of successful character collaborations in the F&B sector. The findings reveal that character collaborations significantly impact brand awareness and purchase intentions, particularly among younger consumers like Generation MZ. These collaborations not only rekindle nostalgia but also introduce new and exciting consumer experiences, effectively attracting a wide demographic. The success of character-themed products, from Pokémon bread to Coca-Cola's League of Legends collaboration, underscores the strategy's effectiveness in boosting brand recognition and consumer engagement. The implications of this research are manifold for the F&B industry. Firstly, it highlights the importance of leveraging popular characters to forge emotional connections with consumers. Secondly, it suggests that product development should closely align with consumer preferences and market trends to maximize appeal. Lastly, it positions character collaboration as a strategic marketing tool that not only enhances product sales but also strengthens brand loyalty and facilitates sustained brand growth.

목차

1. Introduction

2. Literature Review

3. Case Studies

4. Conclusion and Implications

Reference

키워드

Character Collaboration Brand Awareness Purchase Intention F&B Products