Exploratory study on brand characters.

• 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
• Institution: Nanyang Technological University

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...