Rizqita, Alfansyah Dewangga (2024) Persepsi Penggemar K-Pop Pada Strategi Co-Branding (Studi Kasus Kolaborasi NCT dan Starbucks). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The collaboration between global brands and celebrities has become a popular marketing strategy in the digital era, significantly enhancing visibility and consumer engagement. A recent example is the collaboration between Starbucks Korea and the renowned K-pop group, NCT. Announced in May 2024, this collaboration includes the launch of joint products and exclusive merchandise targeting NCT fans, known as NCTzens. This study explores fan perceptions of this co-branding strategy, particularly focusing on the socio-political reactions and their impact on brand loyalty. Using a qualitative approach, the research aims to understand how K-pop fans, especially NCTzens, view the collaboration between NCT and Starbucks. The findings highlight the importance of social sensitivity in global marketing strategies and provide insights into how cultural and fan identity influence consumer perceptions and loyalty. This study contributes to the marketing literature by elucidating the role of social and political issues in consumer perception of co-branding strategies.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HT Communities. Classes. Races | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Alfansyah Dewangga Rizqita | ||||||||
| Date Deposited: | 18 Jul 2024 08:01 | ||||||||
| Last Modified: | 18 Jul 2024 08:01 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26475 |
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