The Influence of Art Toy Co-Branding on Consumer Engagement: A Case Study of POP MART’s Crybaby x Powerpuff Girls Campaign

Abstract

          This research aimed to examine: (1) the influence of Co-Branding in art toys on perceived brand fit, and (2) investigate the effect of perceived brand fit on consumer engagement. The study employed a quantitative research approach, using a questionnaire to collect data from consumers with prior familiar art toys. Data were analyzed using descriptive statistics and multiple regression analysis.

           The results revealed that: (1) Co-Branding factors namely perceived partner quality, partner credibility, and value congruence had a positive and statistically significant influence on perceived brand fit. Among the factors examined, perceived partner quality emerged as the most influential determinant, indicating that consumers assigned substantial importance to the quality standards of partner brands when evaluating the appropriateness of brand collaborations. (2) Perceived brand fit emerged as a significant predictor of consumer engagement, demonstrating the strongest influence on emotional engagement, followed by cognitive and behavioral engagement. This pattern suggested that consumers who perceived a high level of congruence between collaborating brands were more likely to experience favorable emotional responses and develop deeper emotional attachments to the brand.