Brand collaborations with popular culture icons like Blackpink can significantly boost purchase intention for co-branded products.
Category: Innovation & Markets · Effect: Strong effect · Year: 2023
Leveraging the cultural influence of global phenomena like the 'Korean Wave' through strategic brand partnerships can create a strong positive correlation with consumer purchase intent.
Design Takeaway
When developing new product strategies, consider high-impact collaborations with entities that resonate deeply with your target demographic's cultural interests.
Why It Matters
In today's interconnected market, understanding how to harness the power of fandom and cultural trends is crucial for product launches. This insight highlights the potential for significant market impact when brands align with influential cultural entities.
Key Finding
The study found a strong positive link between the Starbucks and Blackpink collaboration and consumers' desire to buy the special edition tumblers.
Key Findings
- There is a strong, positive relationship between the Starbucks and Blackpink collaboration and purchase intention.
- The correlation coefficient indicates a unidirectional relationship, meaning an increase in the collaboration's perceived appeal leads to an increase in purchase intention.
Research Evidence
Aim: To investigate the relationship between a collaboration between Starbucks and Blackpink and consumers' intention to purchase co-branded merchandise.
Method: Quantitative research using non-probability sampling.
Procedure: Data was collected from 97 respondents who were fans of or familiar with Blackpink and Starbucks in Indonesia. The study analyzed the correlation between the collaboration variable (Starbucks and Blackpink) and the purchase intention variable for special edition tumblers.
Sample Size: 97 respondents
Context: Consumer goods market, specifically beverage retail and merchandise.
Design Principle
Strategic co-branding with culturally relevant influencers can amplify market appeal and drive consumer purchase intent.
How to Apply
Identify popular cultural trends or figures that align with your brand's identity and target audience, and explore partnership opportunities for co-branded product lines.
Limitations
The study was conducted in Indonesia, and findings may not be directly generalizable to other cultural contexts. The focus was on a specific product (tumblers), and results might differ for other merchandise.
Student Guide (IB Design Technology)
Simple Explanation: Working with famous groups like Blackpink can make people want to buy Starbucks products more.
Why This Matters: This research shows how powerful partnerships can be in marketing, helping you understand how to make consumers more interested in buying products.
Critical Thinking: To what extent does the 'halo effect' of a celebrity endorsement influence objective product quality perception?
IA-Ready Paragraph: This study by Muharman and Felicia (2023) demonstrated a strong positive correlation between brand collaborations with popular culture icons, such as Starbucks with Blackpink, and increased consumer purchase intention, suggesting that strategic partnerships can significantly enhance product desirability.
Project Tips
- When choosing a brand or influencer for a collaboration, ensure they have a genuine connection with your target audience.
- Consider how the visual identity of both the brand and the influencer can be harmoniously integrated into the product design.
How to Use in IA
- Use this research to justify the selection of a specific brand collaboration strategy in your design project, demonstrating its potential impact on consumer behaviour.
Examiner Tips
- Demonstrate an understanding of how cultural phenomena can be leveraged in marketing and product development, not just as a trend but as a strategic tool.
Independent Variable: Starbucks and Blackpink Collaboration
Dependent Variable: Purchase Intention
Controlled Variables: ["Target market (fans of Blackpink and Starbucks in Indonesia)","Product type (special edition tumblers)"]
Strengths
- Identifies a clear, strong relationship between collaboration and purchase intent.
- Uses a relevant theoretical framework (S-O-R theory).
Critical Questions
- How would the results differ if the collaboration involved a less globally recognized icon?
- What are the potential negative impacts of a poorly executed brand collaboration?
Extended Essay Application
- Explore the long-term impact of such collaborations on brand loyalty beyond initial purchase intention.
- Investigate the ethical considerations of leveraging celebrity influence in marketing.
Source
Collaboration of Starbucks and Blackpink to Increase Purchase Intention · MIMBAR Jurnal Sosial dan Pembangunan · 2023 · 10.29313/mimbar.v39i2.3442