BRAND COMMUNICATION BY USING SPOKE-CHARACTERS FEATURED IN LINE STICKERS IN THAILAND
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Abstract
The research titled “Brand Communication by Using Spoke-characters Featured in Line Stickers in Thailand” aimed to study 1) types, characteristics, and portrayal of Spoke-characters featured in sponsored stickers that were popular in Thailand and 2) consumer perceptions on brand association with Spoke-characters in sponsored stickers that were popular in Thailand. The study used a mixed-method approach combining both quantitative and qualitative research techniques. 1) A content analysis was conducted to examine 5 sets of 2018’s most popular sponsored Line stickers in Thailand. Descriptive statistics such as frequencies and percentages were used to present the data. 2) Focus group interviews were conducted with 18 key informants to elicit consumer perceptions on the associations between the Spoke-characters featured in the sponsored Line stickers. Key findings included:
1. The results from the content analysis showed that the characters featured in sponsored Line stickers were created specifically for Line stickers. In terms of elements of being Spoke-characters, and most brands used more than one character, and they possessed promotional characteristics. In terms of portrayal, the gender of most Spoke-characters could not be identified. The Spoke-characters used a sense of humor in communication.
2. The results from the focus group interviews revealed that MK Happy Duck by MK Restaurant was able to create brand perceptions because consumers associated the Spoke-characters, the Happy Duck, with the popular dish that is roasted duck. However, Uchao and Zou-chan Line stickers by H.I.S. Thailand hardly established brand association as consumers could not associate the Spoke-characters featured in the Line stickers with the brand.
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