@article{ART003302928},
author={Ye Won Sin and Seung In Kim},
title={The Effects of Collaboration Characters in SPA Brands on Brand Association and Consumer Perception: Focusing on the Case of SPAO},
journal={Industry Promotion Research},
issn={2466-1139},
year={2026},
volume={11},
number={1},
pages={39-46},
doi={10.21186/IPR.2026.11.1.039}
TY - JOUR
AU - Ye Won Sin
AU - Seung In Kim
TI - The Effects of Collaboration Characters in SPA Brands on Brand Association and Consumer Perception: Focusing on the Case of SPAO
JO - Industry Promotion Research
PY - 2026
VL - 11
IS - 1
PB - Industrial Promotion Institute
SP - 39
EP - 46
SN - 2466-1139
AB - This study empirically examines the impact of collaboration character products from SPA brand SPAO on brand association and consumer perception. A survey was conducted among 159 consumers with prior purchase and usage experience of SPAO character pajamas, and data was analyzed using correlation and multiple regression analysis. The findings reveal that originality and familiarity of the collaboration characters
significantly contribute to brand association, consumer trust, and perceived intimacy. Among these factors, originality exerted the strongest influence, playing a crucial role in shaping a distinctive brand identity. This underscores the effectiveness of emotional character experiences in fostering positive brand perception and strengthening psychological connections between consumers and brands. The study highlights the importance of considering emotional attributes of characters in brand strategy formulation and suggests the potential for broader utilization of collaboration marketing in various brand contexts.
KW - Collaboration Character;Brand Association;Consumer Perception;SPA Brand (SPAO);;Character Attributes
DO - 10.21186/IPR.2026.11.1.039
ER -
Ye Won Sin and Seung In Kim. (2026). The Effects of Collaboration Characters in SPA Brands on Brand Association and Consumer Perception: Focusing on the Case of SPAO. Industry Promotion Research, 11(1), 39-46.
Ye Won Sin and Seung In Kim. 2026, "The Effects of Collaboration Characters in SPA Brands on Brand Association and Consumer Perception: Focusing on the Case of SPAO", Industry Promotion Research, vol.11, no.1 pp.39-46. Available from: doi:10.21186/IPR.2026.11.1.039
Ye Won Sin, Seung In Kim "The Effects of Collaboration Characters in SPA Brands on Brand Association and Consumer Perception: Focusing on the Case of SPAO" Industry Promotion Research 11.1 pp.39-46 (2026) : 39.
Ye Won Sin, Seung In Kim. The Effects of Collaboration Characters in SPA Brands on Brand Association and Consumer Perception: Focusing on the Case of SPAO. 2026; 11(1), 39-46. Available from: doi:10.21186/IPR.2026.11.1.039
Ye Won Sin and Seung In Kim. "The Effects of Collaboration Characters in SPA Brands on Brand Association and Consumer Perception: Focusing on the Case of SPAO" Industry Promotion Research 11, no.1 (2026) : 39-46.doi: 10.21186/IPR.2026.11.1.039
Ye Won Sin; Seung In Kim. The Effects of Collaboration Characters in SPA Brands on Brand Association and Consumer Perception: Focusing on the Case of SPAO. Industry Promotion Research, 11(1), 39-46. doi: 10.21186/IPR.2026.11.1.039
Ye Won Sin; Seung In Kim. The Effects of Collaboration Characters in SPA Brands on Brand Association and Consumer Perception: Focusing on the Case of SPAO. Industry Promotion Research. 2026; 11(1) 39-46. doi: 10.21186/IPR.2026.11.1.039
Ye Won Sin, Seung In Kim. The Effects of Collaboration Characters in SPA Brands on Brand Association and Consumer Perception: Focusing on the Case of SPAO. 2026; 11(1), 39-46. Available from: doi:10.21186/IPR.2026.11.1.039
Ye Won Sin and Seung In Kim. "The Effects of Collaboration Characters in SPA Brands on Brand Association and Consumer Perception: Focusing on the Case of SPAO" Industry Promotion Research 11, no.1 (2026) : 39-46.doi: 10.21186/IPR.2026.11.1.039
