KJCKorea
Journal Central

@article{ART002435150},
author={Lim, So-hee and KOO, JAJOON},
title={A Study on the Influence of the Collaboration Character Design Characteristics on Brand Awareness and Purchase Intent -Focusing on Food Brands-},
journal={Journal of Communication Design},
issn={1976-1562},
year={2019},
volume={66},
pages={299-316},
doi={10.25111/jcd.2019.66.23}

TY - JOUR
AU - Lim, So-hee
AU - KOO, JAJOON
TI - A Study on the Influence of the Collaboration Character Design Characteristics on Brand Awareness and Purchase Intent -Focusing on Food Brands-
JO - Journal of Communication Design
PY - 2019
VL - 66
IS - null
PB - CDAK Society of Communication Design
SP - 299
EP - 316
SN - 1976-1562
AB - As the quality differences among products in the food industry level out, the competition between brands is becoming fiercer than ever. In such a market situation, various strategies are being examined in order to secure competitive edges over competitors. One of the representative approaches of such is the sue of collaboration characters. The ultimate purpose for a company to usecollaboration characters is to entice the customers to buy their products. However, in practice, it is designed to enhance the brand awareness by exposing the characters along with the products or services of their brands. Therefore, it is a critical factor on which the brand awareness hinges on is the design characteristics of the collaboration characters. In the meantime, brand awareness is being recognized as a factor that stimulates the purchase intent of the customers for the applicable brand. In the end, it is possible to make a hypothetical estimation on the correlations between the characteristics of collaboration character design-brand awareness-purchase intent. For this, the author of this study intended to verify the mediating effect of brand awareness in the relations between the collaboration character design characteristics used in food brands (friendliness, uniqueness) and purchase intent. The study was divided into three parts. First, a literature review was performed in order to identify theconcepts and characteristics of key factors. Then, with a case study, a qualitative analysis on the relations between factors was carried out. Lastly, a mediation regression analysis was performed using the data gathered through a survey to validate the hypotheses. The result of the analysis showed that the two factors of collaboration character designs, that is, friendliness and uniqueness, all resulted in purchase intend only when they were mediated through brand awareness, indicating that brand awareness fully mediated uniqueness and purchase intent. Also, friendliness affected the intent of purchase directly and positively. But, the influence was also exerted through the mediation by brand awareness, confirming that brand awareness partially mediated friendliness and purchase intent. Therefore, if the food brands are to stimulate purchase intent of the consumers in an effective manner, it would be desirable to engage in and use collaboration with characters actively to maximize brand awareness.
KW - Characteristics of collaboration character design;food brand;brand awareness;purchase intent;mediating effect
DO - 10.25111/jcd.2019.66.23
ER -

Lim, So-hee and KOO, JAJOON. (2019). A Study on the Influence of the Collaboration Character Design Characteristics on Brand Awareness and Purchase Intent -Focusing on Food Brands-. Journal of Communication Design, 66, 299-316.

Lim, So-hee and KOO, JAJOON. 2019, "A Study on the Influence of the Collaboration Character Design Characteristics on Brand Awareness and Purchase Intent -Focusing on Food Brands-", Journal of Communication Design, vol.66, pp.299-316. Available from: doi:10.25111/jcd.2019.66.23

Lim, So-hee, KOO, JAJOON "A Study on the Influence of the Collaboration Character Design Characteristics on Brand Awareness and Purchase Intent -Focusing on Food Brands-" Journal of Communication Design 66 pp.299-316 (2019) : 299.

Lim, So-hee, KOO, JAJOON. A Study on the Influence of the Collaboration Character Design Characteristics on Brand Awareness and Purchase Intent -Focusing on Food Brands-. 2019; 66 299-316. Available from: doi:10.25111/jcd.2019.66.23

Lim, So-hee and KOO, JAJOON. "A Study on the Influence of the Collaboration Character Design Characteristics on Brand Awareness and Purchase Intent -Focusing on Food Brands-" Journal of Communication Design 66(2019) : 299-316.doi: 10.25111/jcd.2019.66.23

Lim, So-hee; KOO, JAJOON. A Study on the Influence of the Collaboration Character Design Characteristics on Brand Awareness and Purchase Intent -Focusing on Food Brands-. Journal of Communication Design, 66, 299-316. doi: 10.25111/jcd.2019.66.23

Lim, So-hee; KOO, JAJOON. A Study on the Influence of the Collaboration Character Design Characteristics on Brand Awareness and Purchase Intent -Focusing on Food Brands-. Journal of Communication Design. 2019; 66 299-316. doi: 10.25111/jcd.2019.66.23

Lim, So-hee, KOO, JAJOON. A Study on the Influence of the Collaboration Character Design Characteristics on Brand Awareness and Purchase Intent -Focusing on Food Brands-. 2019; 66 299-316. Available from: doi:10.25111/jcd.2019.66.23

Lim, So-hee and KOO, JAJOON. "A Study on the Influence of the Collaboration Character Design Characteristics on Brand Awareness and Purchase Intent -Focusing on Food Brands-" Journal of Communication Design 66(2019) : 299-316.doi: 10.25111/jcd.2019.66.23