Short answer
When developing new product strategies, consider high-impact collaborations with entities that resonate deeply with your target demographic's cultural interests.
- Field
- Innovation & Markets
- Source
- MIMBAR Jurnal Sosial dan Pembangunan (2023)
- Method
- Quantitative research using non-probability sampling.
- Sample
- 97 respondents
- Evidence
- Strong effect
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. This innovation & markets research insight is drawn from a 2023 study published in MIMBAR Jurnal Sosial dan Pembangunan. Using Quantitative research using non-probability sampling. with 97 respondents, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When developing new product strategies, consider high-impact collaborations with entities that resonate deeply with your target demographic's cultural interests.
Brand collaborations with popular culture icons like Blackpink can significantly boost purchase intention for co-branded products.
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.
MIMBAR Jurnal Sosial dan Pembangunan · 2023
Key Findings
- 01There is a strong, positive relationship between the Starbucks and Blackpink collaboration and purchase intention.
- 02The correlation coefficient indicates a unidirectional relationship, meaning an increase in the collaboration's perceived appeal leads to an increase in purchase intention.
Application
Design takeaway
When developing new product strategies, consider high-impact collaborations with entities that resonate deeply with your target demographic's cultural interests.
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.
Project actions
- 01When choosing a brand or influencer for a collaboration, ensure they have a genuine connection with your target audience.
- 02Consider how the visual identity of both the brand and the influencer can be harmoniously integrated into the product design.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Identifies a clear, strong relationship between collaboration and purchase intent.
- +Uses a relevant theoretical framework (S-O-R theory).
Limitations
The study's findings are specific to the Indonesian market and the Blackpink/Starbucks collaboration, so they might not apply universally.
Reliability & validity
The study's reliability could be enhanced by replicating the research across different demographics and product categories. Validity is supported by the clear correlation found, but further research could explore mediating factors.
Think critically
To what extent does the 'halo effect' of a celebrity endorsement influence objective product quality perception?
Design Principles
"Strategic co-branding with culturally relevant influencers can amplify market appeal and drive consumer purchase intent."
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.
What This Means for Your Design
Working with famous groups like Blackpink can make people want to buy Starbucks products more.
How to use in your project
- 1.Use this research to justify the selection of a specific brand collaboration strategy in your design project, demonstrating its potential impact on consumer behaviour.
Add to My Project
Quick Cite
Paragraph starter
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.
Source
MIMBAR Jurnal Sosial dan Pembangunan
Collaboration of Starbucks and Blackpink to Increase Purchase Intention
journal · 2023
View sourceQuestions About This Research
- What does the research say about brand collaborations with popular culture icons like blackpink can significantly boost purchase intention for co-branded products?
- When developing new product strategies, consider high-impact collaborations with entities that resonate deeply with your target demographic's cultural interests. Evidence: MIMBAR Jurnal Sosial dan Pembangunan (2023).
- Why does "Brand collaborations with popular culture icons like Blackpink can significantly boost purchase intention for co-branded products." matter for design?
- 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.
- How can designers apply this research?
- When developing new product strategies, consider high-impact collaborations with entities that resonate deeply with your target demographic's cultural interests.
- What were the main 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.
- What research method was used?
- Quantitative research using non-probability sampling. with 97 respondents.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from MIMBAR Jurnal Sosial dan Pembangunan.
- What should I do differently in my next project?
- 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.
- What are the 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.