How Superhero Characters Shape Brand Alliances and Leverage the Local Brand: The Evidence from Indonesia

Monika Monika,Ferdi Antonio

doi:10.3390/businesses2010003

Abstract

The success of superhero movies creates the superhero characters as the brand itself, which generates interest for other brands to collaborate by licensing businesses. However, the licensing business faces the challenge of convincing potential partners to use this character to grow the local brand. On another side, local brands keep looking for the advantage to leverage their business. 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. 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 was conducted using the Partial Least Square-Structural Equation Modelling (PLS-SEM). 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 study provides managerial implications for both business licensor management and local brand owners, and suggestions for future studies as well.

Highlights

Nowadays, superhero movies have become part of global consumer consumption and profitable businesses have emerged from American popular culture [1]
This study addresses the issue by proposing a new conceptual framework to investigate the link between how memorable experiences from a superhero character could lead to brand alliance attitudes in conjunction with the host brand attitude from local brands and how this brand alliance could lead to positive willingness to pay more (WTPM) as well as electronic word of mouth (eWOM)
This study focuses on the intention of WTPM and positive eWOM

Summary

Introduction

Superhero movies have become part of global consumer consumption and profitable businesses have emerged from American popular culture [1]. The newer generation recognizes superhero characters such as Batman, Superman, Wonder Woman, Ironman, Captain America, etc., from movies and popular media instead of comics [2]. Superhero characters appear in the products used by consumers, which is associated with emotional bonding [3,4]. Superhero characters are associated as a symbol which is a trend but it enhances the social status of users [5]. Brand owners look for the possibility of their brand enhancement strategy using superhero characters from the formal licensor. The licensing business model is an opportunity for local brand owners to develop their brand awareness and create differentiation

Objectives

Results

Conclusion