Co-Branding Strategy in Cross-Industry Business: A Case of Mobile Games and Food Products Collaboration on Indonesian Mobile Games Players

  • Refina Dara Nur Sagita Lambung Mangkurat University, Indonesia
  • Laila Refiana Said Lambung Mangkurat University, Indonesia
Abstract Views: 29 times
PDF Downloads: 8 times
Keywords: Brand Equity, Brand Fit, Co-Branding, Purchase Intention, Self-Congruity

Abstract

Purpose: This study discusses the cross-industry co-branding strategy of PUBG (Player Unknown's Battle Grounds) Mobile x Indomie products by analyzing the influence of self-congruity and brand fit variables on co-branding and its impact on brand equity and purchase intention carried out on mobile game players in Indonesia.

Method: This study used quantitative research methods with the population of Indonesian mobile game players. The study used purposive sampling with a sample of 180 respondents. Data was processed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 3.0 software.

Result: The results of this study prove that co-branding is influenced by brands that have more value and appeal and are influenced by brand combinations that match both symbolic and functional effects. Co-branding with a combination of brands with an equivalent level of equity shares the benefits of co-branding equally, so co-branding with a combination of high and low-equity brands is believed to influence brand equity significantly. Good co-branding will provide a positive evaluation of a brand to encourage consumer purchase intention.

Downloads

Download data is not yet available.

References

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of A Brand Name. New York: The Free Press.

Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27. https://doi.org/10.2307/1252171

Ahn, J., Kim, A., & Sung, Y. (2020). The effects of sensory fit on consumer evaluations of co-branding. International Journal of Advertising, 39(4), 486–503. https://doi.org/10.1080/02650487.2019.1652518

Ahn, S. K., Kim, H. J., & Forney, J. A. (2009). Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels. Journal of Retailing and Consumer Services, 16(6), 477–485. https://doi.org/10.1016/j.jretconser.2009.08.003

Anggar Kusuma, C., & Anandya, D. (2023). The impact of consumer purchase intention and halal brand equity on halal-labeled instant noodle products in Indonesia. Journal of Entrepreneurship & Business, 4(2), 125–137. https://doi.org/10.24123/jeb.v4i2.5719

Besharat, A., & Langan, R. (2014). Towards the formation of consensus in the domain of co-branding: Current findings and future priorities. Journal of Brand Management, 21(2), 112–132. https://doi.org/10.1057/bm.2013.25

Blackett, T., & Russell, N. (1999). What is Co-Branding? London: Palgrave Macmillan.

Chang, W. L. (2009). Using multi-criteria decision aid to rank and select co-branding partners: From a brand personality perspective. Kybernetes, 38(6), 950–965. https://doi.org/10.1108/03684920910973171

Chen, X. (2022). Investigating the consumer evaluation of the co-branding of luxury brands. Research in Business & Social Science, 11(4), 1–15. https://doi.org/10.20525/ijrbs.v11i4.1808

Ferdinand, A. (2014). Metode Penelitian Manajemen (Pedoman Penelitian untuk Penulisan Skripsi, Tesis, dan Disertasi Ilmu Manajemen) (Edisi 5). BP Undip.

Golossenko, A., Pillai, K. G., & Aroean, L. (2020). Seeing brands as humans: Development and validation of a brand anthropomorphism scale. International Journal of Research in Marketing, 37(4), 737–755. https://doi.org/10.1016/j.ijresmar.2020.02.007

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review. 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203

Helmig, B., Huber, J.-A., & Leeflang, P. S. H. (2008). Co-branding: The state of the art. Schmalenbach Business Review, 60(4), 359–377. https://doi.org/10.1007/bf03396775

Ilicic, J., Baxter, S. M., & Kulczynski, A. (2019). Keeping it real: Examining the influence of co-banding authenticity in cause-related marketing. Journal of Brand Management, 26(1), 49–59. https://doi.org/10.1057/s41262-018-0109-1

Kalafatis, S. P., Remizova, N., Riley, D., & Singh, J. (2012). The differential impact of brand equity on b2b co-branding. Journal of Business & Industrial Marketing, 27(8), 623–634. https://doi.org/10.1108/08858621211273574

Kania, R., Sukoyo, K. S., & Wibisono, N. (2021). Effect of co-branding strategy elements on consumer attitude and purchase intention : A study in Indonesia. Journal of Marketing Innovation (JMI), 1(01), 30–50. https://doi.org/10.35313/jmi.v1i01.17

Keller, K. L. (2013). Strategic Brand Management, Building, Measuring, and Managing Brand Equity (Global Edi). England:Pearson Education, Inc.

Kotler & Keller. (2016). Marketing Management (Electronic Version). In Marketing Management (15th ed.). London: British Library.

Kurniawan, A. (2013). Pengaruh strategi co-branding, brand equity terhadap purchase intention melalui brand preference. Journal of Chemical Information and Modeling, 53(9), 1689–1699. https://doi.org/10.14710/jiab.2014.6253

Lakuuu. (2022). Cara Melakukan Brand Collaboration, Penjualan Jadi Melejit. Lakuuu.Id.

Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. In Journal of Consumer Marketing (Vol. 12, Issue 4). https://doi.org/10.1108/07363769510095270

Leuthesser, L., Kohli, C., & Suri, R. (2003). 2 + 2 = 5? A framework for using co-branding to leverage a brand. Journal of Brand Management, 11(1), 35–47. https://doi:10.1057/palgrave.bm.2540146

Mazodier, M., & Merunka, D. (2014). Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products. Journal of Business Research, 67(7), 1552–1558. https://doi.org/10.1016/j.jbusres.2014.01.015

Michel, G., Torelli, C. J., & Fleck, N. (2022). Self-brand values congruity and incongruity: Their impacts on self-expansion and consumers’ responses to brands. Journal of Business Research, 142, 301–316. https://doi.org/10.1016/j.jbusres.2021.12.032

Morwitz, V. G., Steckel, J. H., & Gupta, A. (2007). When do purchase intentions predict sales? International Journal of Forecasting, 23(3). https://doi.org/10.1016/j.ijforecast.2007.05.015

Nilasari, A. K., & Putri, B. P. S. (2023). Pengaruh co-branding Chatime – Sasa terhadap brand equity Chatime. Journal of Management Small and Medium Enterprises (SME’s), 16(1), 1–3. https://doi.org/10.35508/jom.v16i1.7931

Norris, D. G. (1992). Ingredient branding: A strategy option with multiple beneficiaries. Journal of Consumer Marketing, 9(3). https://doi.org/10.1108/07363769210035206

Oeppen, J., & Jamal, A. (2014). Collaborating for success: Managerial perspectives on co-branding strategies in the fashion industry. Journal of Marketing Management, 30(9–10), 925–948. https://doi.org/10.1080/0267257X.2014.934905

Pratiwi, N. I., & Marlien, R. A. (2022). Pengaruh citra merek, kualitas produk dan persepsi harga terhadap co branding berdampak pada niat beli pelanggan (studi pada konsumen Cornetto Silverqueen di Kabupaten Grobogan). YUME : Journal of Management, 5(1), 51–66. https://doi.org/10.37531/yume.vxix.433

Ramdhani, D., Suharyono, & Kadarisman Hidayat. (2018). Pengaruh co-branding terhadap customer purchase intention dan keputusan pembelian. Jurnal Administrasi Bisnis (JAB), 63(1), 115–120.

Riley, D., Charlton, N., & Wason, H. (2015). The impact of brand image fit on attitude towards a brand alliance. Management and Marketing, 10(4), 270–283. https://doi.org/10.1515/mmcks-2015-0018

Riznal, B., Andalas, U., & Andalas, U. (2020). The effect of co-branding strategy, brand equity on purchase intention through brand preference. Jurnal Online Universitas Madura, 5(1), 22–32. https://doi.org/10.53712/JMM.V5I1.801

Sari, S. P. (2020). Hubungan minat beli dengan keputusan pembelian pada konsumen. Psikoborneo: Jurnal Ilmiah Psikologi, 8(1), 147. https://doi.org/10.30872/psikoborneo.v8i1.4870

Schiffman, L. G., Kanuk, L. L., & Hansen, H. (2012). Consumer Behavior (Second Edi). Pearson Higher Education, London.

Sénéchal, S., Georges, L., & Pernin, J. L. (2014). Alliances between corporate and fair trade brands: Examining the antecedents of overall evaluation of the co-branded product. Journal of Business Ethics, 124(3), 365–381. https://doi.org/10.1007/s10551-013-1875-z

Septiyani, A. (2022). Setelah Dinantikan, Kolaborasi PUBG MOBILE x Indomie Resmi Dimulai. Games.Grid.Id.

Shariq, M. (2018). Brand equity dimensions- A literature review. International Research Journal of Management and Commerce, 5(3), 312–330.

Shen, B., Choi, T. M., & Chow, P. S. (2017). Brand loyalties in designer luxury and fast fashion co-branding alliances. Journal of Business Research, 81(May), 173–180. https://doi.org/10.1016/j.jbusres.2017.06.017

Shmueli, G., Ray, S., Velasquez Estrada, J. M., & Chatla, S. B. (2016). The elephant in the room: Predictive performance of PLS models. Journal of Business Research, 69(10), 4552–4564. https://doi.org/10.1016/j.jbusres.2016.03.049

Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, XXXV(February), 30–42. https://doi.org/10.1177/002224379803500105

Singh, J., Quamina, L. T., & Kalafatis, S. P. (2016). Strategic brand alliances: Research advances and practical applications. The Routledge Companion to Contemporary Brand Management, 120–135. https://doi.org/10.4324/9781315796789-17

Sirgy, M. J. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13(3), 195–206. https://doi.org/10.1016/0148-2963(85)90026-8

Sirgy, M. J. (2018). Self-congruity theory in consumer behavior: A little history. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 28(2), 197–207. https://doi.org/10.1080/21639159.2018.1436981

Wang, S. C., Soesilo, P. K., Zhang, D., & Anthony Di Benedetto, C. (2012). The impact of luxury brand-retailer co-branding strategy on consumers’ evaluation of luxury brand image: The case of Taiwan. Advances in International Marketing, 23. https://doi.org/10.1108/S1474-7979(2012)0000023007

Wang, W., Chen, C. H. S., Nguyen, B., & Shukla, P. (2020). Collaboration between East and West: influence of consumer dialectical self on attitude towards co-brand personality traits. International Marketing Review, 37(6), 1155–1180. https://doi.org/10.1108/IMR-01-2019-0012

Warraich, U. A., Awais, M., Amin, A., & Parkash, R. (2014). Effect of co-branding on brand equity. International Proceedings of Economics Development and Research, 69(1), 43–45. https://doi.org/10.7763/IPEDR

Washburn, J. H., Till, B. D., & Priluck, R. (2004). Brand alliance and customer-based brand-equity effects. Psychology and Marketing, 21(7), 487–508. https://doi.org/10.1002/mar.20016

Wiwaha, R. P. (2022). 7 Top Brand Mie Instan Terlaris di Shopee dan Tokopedia : Indomie Merajai Penjualan Mie Instan ! Compas.co.id.

Wulandari, R. (2019). Pengaruh strategi co-branding terhadap ekuitas merek (studi pada konsumen Rinso Molto di Purworejo). Volatilitas, 1(6), 1–20. https://doi.org/10.35508/jom.v16i1.7931

Published
2024-07-31
How to Cite
Sagita, R. D. N., & Said, L. R. (2024). Co-Branding Strategy in Cross-Industry Business: A Case of Mobile Games and Food Products Collaboration on Indonesian Mobile Games Players. Journal of Entrepreneurship and Business, 5(3), 211-224. https://doi.org/10.24123/jeb.v5i3.6538