Please use this identifier to cite or link to this item:
https://hdl.handle.net/10356/10099
Title: | Exploratory study on brand characters. | Authors: | Koh, Chee Yong. Foo, Cui Qing. Lua, Shu Yi. |
Keywords: | DRNTU::Business::Advertising | Issue Date: | 2006 | Abstract: | 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. | URI: | http://hdl.handle.net/10356/10099 | Schools: | Nanyang Business School | Rights: | Nanyang Technological University | Fulltext Permission: | restricted | Fulltext Availability: | With Fulltext |
Appears in Collections: | NBS Student Reports (FYP/IA/PA/PI) |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
NBS-REPORTS_2683.pdf Restricted Access | 2.35 MB | Adobe PDF | View/Open |
Page view(s) 50
534
Updated on Mar 28, 2024
Download(s)
7
Updated on Mar 28, 2024
Google ScholarTM
Check
Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.