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...

Full description

Saved in:

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:	DRNTU::Business::Advertising
Online Access:	http://hdl.handle.net/10356/10099
Tags:	Add Tag No Tags, Be the first to tag this record!
Institution:	Nanyang Technological University

id	sg-ntu-dr.10356-10099
record_format	dspace
spelling	sg-ntu-dr.10356-100992023-05-19T05:44:56Z Exploratory study on brand characters. Koh, Chee Yong. Foo, Cui Qing. Lua, Shu Yi. Ng, Sharon Sok Ling Nanyang Business School DRNTU::Business::Advertising 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. 2008-09-24T07:39:48Z 2008-09-24T07:39:48Z 2006 2006 Final Year Project (FYP) http://hdl.handle.net/10356/10099 Nanyang Technological University application/pdf
institution	Nanyang Technological University
building	NTU Library
continent	Asia
country	Singapore Singapore
content_provider	NTU Library
collection	DR-NTU
topic	DRNTU::Business::Advertising
spellingShingle	DRNTU::Business::Advertising Koh, Chee Yong. Foo, Cui Qing. Lua, Shu Yi. Exploratory study on brand characters.
description	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.
author2	Ng, Sharon Sok Ling
author_facet	Ng, Sharon Sok Ling Koh, Chee Yong. Foo, Cui Qing. Lua, Shu Yi.
format	Final Year Project
author	Koh, Chee Yong. Foo, Cui Qing. Lua, Shu Yi.
author_sort	Koh, Chee Yong.
title	Exploratory study on brand characters.
title_short	Exploratory study on brand characters.
title_full	Exploratory study on brand characters.
title_fullStr	Exploratory study on brand characters.
title_full_unstemmed	Exploratory study on brand characters.
title_sort	exploratory study on brand characters.
publishDate	2008
url	http://hdl.handle.net/10356/10099
_version_	1770566933161181184

Exploratory study on brand characters.

Similar Items