Exploratory study on brand characters.

Brand 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 ch...

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Bibliographic Details
Main Authors: Koh, Chee Yong., Foo, Cui Qing., Lua, Shu Yi.
Other Authors: Ng, Sharon Sok Ling
Format: Final Year Project
Published: 2008
Subjects:
Online Access:http://hdl.handle.net/10356/10099
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Institution: Nanyang Technological University
Description
Summary:Brand 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.