Children’s Ownership Intention towards Licensed Character Products: The Influence of Packaging, Advertising, Peers and Pester Power

Nur Adibah Md Lazim, Zuraidah Sulaiman, *Thoo Ai Chin, Adaviah Mas’od, Farrah Merlinda Muharam

Nur Adibah Md Lazim,Zuraidah Sulaiman, *Thoo Ai ChinAdaviah Mas’od, Farrah Merlinda Muharam

Faculty of Management, Universiti Teknologi Malaysia, Malaysia

Johor Bahru, Malaysia. Email: adibahlazim@gmail.com, zuraidahs@utm.my acthoo@utm.my, adaviah@utm.my, merlinda@utm.my
 

Abstract

The purpose of this study is to investigate children’s ownership intention towards licensed character products. Licensed character products are products or merchandise that are associated with well-known and licensed brands such as Disney, Warner Brothers, Nickelodeon, Sesame Street and many others. In Malaysia, popular brands of licensed character products include Upin and Ipin, BoboiBoy and Puteri, among others. Two hundred and seventy-seven primary school students from year two and year three participated in this research. The collected data was analysed using Partial Least Squares (PLS-SEM) with SmartPLS version 3.2.3. The findings revealed that packaging, social influence (peers) and pester power positively influence children’s ownership intention towards licensed character products, however, media (advertising) does not have a significant influence. The final section of this paper outlines potential recommendations for business.

Key word: Ownership Intention, Licensed Character Products, Packaging, Advertising, Peers and Pester Power

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