Assessing the influence of modena – Marvel co-branding on the young segment: A comprehensive evaluation
List of Authors
  • Jacob Silas Mussry , Yudo Anggoro

Keyword
  • Co-Branding, Young Segment, Demographic Bonus

Abstract
  • This study aims to evaluate the impact of the co-branding partnership between Modena and Marvel on the young segment in Indonesia. With a rapidly growing household consumption rate and a thriving household appliances market in the country, understanding the effects of co-branding on consumer perceptions and collaboration objectives is crucial. Through a combined method approach, this research explores the main brand image and co-brand image and assesses their influence on brand recognition, brand image, value addition, customer base expansion, market diversification, and customer perceptions. The study reveals that the Modena-Marvel co-branding partnership has positively impacted Modena's brand awareness, image, and engagement among the younger target market. The collaboration is viewed favorably by customers, leading to increased brand engagement, product sales, and market expansion. These findings highlight the strategic benefits of targeting the young segment and emphasize the significance of brand recognition, customer perception, and market expansion in driving the success of co-branding initiatives.

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