Add to ORKGBrand characters have been suggested to be the one of the most effective forms of advertising by marketing experts. However, little empirical research has been found to explore the influence of brand characters on advertising. This papers aims to first ascertain a level of relevance between brand characters and their brands using the brand personality framework as academic researchers have found personality to be inherent to brands. There after, we will assess the impact of the presence of a highly-relevant brand character on a print advertisement
Creating a likeable, relatable brand personality is one way that fashion brands can connect with con...
Although many studies have been carried out on the measure of brand personality, only a few have foc...
Purpose: Focusing on symbolic brands, this paper aims to re-test whether perceived â€~fit’ between t...
Brand characters have been suggested to be the one of the most effective forms of advertising by mar...
Abstract. This research investigates the influence of individual personality on perception of brand ...
Brand Personality is one of the core dimensions of brand equity. Brand personality refers to the emo...
Brand personality is an important topic in marketing studies already for several decades. It is prov...
AbstractBrand personality is an important topic in marketing studies already for several decades. It...
The increase of online advertising, in particular advergame, has become popular method in strengthen...
This research study tests the proposition that trade characters are effective advertising tools beca...
Fictional spokes-characters in promotion and marketing communication are becoming more popular with...
The aim of the paper is the alignment of C.G. Jung’s (1954) archetypes and Aaker’s (1997) brand pers...
The study aims to (a) provide empirical support for the direct influence that brand personality will...
The trend of using spokes-character has developed in various promotional campaigns over the past ce...
Four categories of endorsers often used in advertising i.e. celebrities, employees, customer and spo...
Creating a likeable, relatable brand personality is one way that fashion brands can connect with con...
Although many studies have been carried out on the measure of brand personality, only a few have foc...
Purpose: Focusing on symbolic brands, this paper aims to re-test whether perceived â€~fit’ between t...
Brand characters have been suggested to be the one of the most effective forms of advertising by mar...
Abstract. This research investigates the influence of individual personality on perception of brand ...
Brand Personality is one of the core dimensions of brand equity. Brand personality refers to the emo...
Brand personality is an important topic in marketing studies already for several decades. It is prov...
AbstractBrand personality is an important topic in marketing studies already for several decades. It...
The increase of online advertising, in particular advergame, has become popular method in strengthen...
This research study tests the proposition that trade characters are effective advertising tools beca...
Fictional spokes-characters in promotion and marketing communication are becoming more popular with...
The aim of the paper is the alignment of C.G. Jung’s (1954) archetypes and Aaker’s (1997) brand pers...
The study aims to (a) provide empirical support for the direct influence that brand personality will...
The trend of using spokes-character has developed in various promotional campaigns over the past ce...
Four categories of endorsers often used in advertising i.e. celebrities, employees, customer and spo...
Creating a likeable, relatable brand personality is one way that fashion brands can connect with con...
Although many studies have been carried out on the measure of brand personality, only a few have foc...
Purpose: Focusing on symbolic brands, this paper aims to re-test whether perceived â€~fit’ between t...