In addition, the biggest merchandise licensor worldwide in 2020 is Walt Disney Company who creates Marvel, while Warner Media creates the justice league on the fourth rank. Therefore, the setting of this study in Indonesia, as an emerging country in the region, is relevant. The most popular character is superheroes, which have been raised in the entertainment industry. This growth is contributed to by the Southeast Asia region by 6.3% of growth, with the character as the main category. In that report, they pointed out three categories as the biggest contributors, namely the entertainment/character, corporate brands, and fashion. In 2019, revenue from the sales of licensed goods and services reached USD 292.8 billion globally. The report from Licensing Industry Merchandisers’ Association (LIMA) stated that since 2014–2019, the licensing business has continued to grow rapidly. ![]() Licensing is a form of brand alliance that involves a contractual agreement between two brands, whereas licensing refers to the process of creating and managing a contract between two parties, namely the owner of the brand or intellectual asset (the licensor) that grants the right to another company (the licensee) to produce and sell products using the brand and its assets. This study provides managerial implications for both business licensor management and local brand owners, and suggestions for future studies as well. The findings show that the brand alliance shaped from superhero characters with local brands as host brands has a significant impact on consumer willingness to pay more (WTPM) and eWOM. This research was conducted using the Partial Least Square-Structural Equation Modelling (PLS-SEM). ![]() Furthermore, how this brand alliance could drive the willingness to pay more (WTPM) and the positive electronic word of mouth (eWOM) is assessed. This research aims to analyze the link the consumption value of the superhero characters to the memorable experience of superhero characters used on products and analyze how the conjunction of this experience with the host brand attitude could shape the brand alliance attitude in consumer perspectives. On another side, local brands keep looking for the advantage to leverage their business. ![]() However, the licensing business faces the challenge of convincing potential partners to use this character to grow the local brand. The success of superhero movies creates the superhero characters as the brand itself, which generates interest for other brands to collaborate by licensing businesses.
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