How Superhero Characters Shape Brand Alliances and Leverage the Local Brand: The Evidence from Indonesia

The success of superhero movies creates the characters as brand itself, which generates interest for other brands to collaborate by licensing businesses. However, business faces challenge convincing potential partners use this character grow local brand. On another side, keep looking advantage leverage their business. This research aims analyze link consumption value memorable experience used on products and how conjunction with host attitude could shape alliance in consumer perspectives. Furthermore, drive willingness pay more (WTPM) positive electronic word mouth (eWOM) is assessed. was conducted using Partial Least Square-Structural Equation Modelling (PLS-SEM). findings show that shaped from has a significant impact eWOM. study provides managerial implications both licensor management owners, suggestions future studies well.