Exploratory study on brand characters.

• المؤلفون الرئيسيون: Koh, Chee Yong., Foo, Cui Qing., Lua, Shu Yi.
• مؤلفون آخرون: Ng, Sharon Sok Ling
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business::Advertising
• الوصول للمادة أونلاين: 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...