Page 195 - MARSIUM'21 COMP OF PAPER

173 Fatin Nazurah (2022)

■ 1.1 BACKGROUND OF THE PROBLEM

Advancement in technology and innovation will increase the advanced techniques to market a brand. Animated cartoons such as Upin and
Ipin have become a medium to promote brands such as SKM milk, Terlajak Laris, Telecom Malaysia, Colgate, Hong Leong Islamic Bank,
and Mamee Monster. The promotion was conducted through a series of commercial ads or through their series. Through their series, they
would promote the brands via product placement, product collaboration, and music videos. According to the previous study on animated
characters, products that use animated characters can build trust among children because the product shows the character they like (Wen-
shin & T.H.S., 2011). In previous studies, conducted by Roberto Ca (2010), Neely SM (2002), and MC (1994), it was concluded that the
attention of children, product recognition, and desire to purchase products increase when the advertisement uses animated cartoon characters.

The purpose of this study to study the effects of animated characters on young people. Researchers want to study whether animated character
only attracts children's attention or its also can draws young attention to that brand. This is because most of product that were advertised by
Upin and Ipin are not totally targeted to children such Hong Leong Islamic bank, Colgate, Telekom Malaysia and Kopi Tok Dalang. The
study was conducted to examine the relationships between animated characters and the intention to purchase the products and the impact of
using animation characters in brand element, brand advertisement and brand awareness on youngster purchase intention. A youngster, aged
15 to 25, was taken as a sample to study their behaviour and reactions toward brands that use animated characters to promote their products.

1.2 RESEARCH QUESTIONS

This study listed two main research questions

i. What is the relationship between animation character and youngster purchase intention ?
ii. What is “the effect of using animation characters in brand elements, brand advertising and brand awareness on youngster’s purchase
intention”?

1.3 RESEARCH OBJECTIVES

This study listed two main objectives:

I. To study the relationship between animation characters and purchase intention
ii. To study “the effect of using animation characters in brand elements, brand advertising, and brand awareness”

■ 2.0 LITERATURE REVIEW

2.1 PURCHASE INTENTION
Purchasing intention is defined as a consumer's perceived demand for a product, which involves a customer's attitude and external
characteristics related to the product or brand and which can predict the future behavior. According to Dodds, Monroe, and Grewal (1991),
"purchase intention" relates to a consumer's willingness to pay for a product. Consumers will have the intention to buy when they analyze
the product brand and get trust in it in dealing with external stimuli. Consumerism, according to Secara and Meghisan (2012), is related to
our everyday aims, and brands that are incorporated into films productions, music, literature, cartoons, and even physical aesthetics (cosmetic
surgery and piercings). This is the one approach that can comprehend our emotions in response to external stimuli.

Xie and Heung (2012) said that the quality of brand relationships is more robust than brand loyalty when the strength and depth of the features
of the "relationship process" are used in this criterion. A positive brand connection will increase product purchase intention while decreasing
brand conversion. Additionally, the study stated that if a business has a distinct and interesting brand personality, people will see it as a
partner with a high level of brand identification and purchase intention.

The uses of character design and narrative development via digital information distribution may help elevate the brand and enhance customer
purchase intention. The brand's engagement with characters helps to develop the brand's identity by connecting customers' emotions and
motivating them to make a purchase. When comparing the use of human spokespersons in a same advertisement with creative use of cartoon
spokespeople in print ads, Heiser, Sierra, and Torres (2008) found that cartoon spokespeople produce more favorable impact, including
behaviours towards to the advertisement, perceptions toward the brand, and purchase intention for the advertised brand. Role models,
according to Haroon, Haq, and Najmonnisa (2015), have a significant effect on young people's purchase intentions, brand loyalty, and positive
word of mouth.

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