Exploratory study on brand characters.

• Main Authors: Koh, Chee Yong., Foo, Cui Qing., Lua, Shu Yi.
• 其他作者: Ng, Sharon Sok Ling
• 格式: Final Year Project
• 出版: 2008
• 主題: DRNTU::Business::Advertising
• 在線閱讀: http://hdl.handle.net/10356/10099

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...