Views
2 years ago

2.Literature Review 2.1 Spokes Character The definition of a spokes ...

2.Literature Review 2.1 Spokes Character The definition of a spokes ...

2.2 Purposes

2.2 Purposes of Using Spokes-CharacterAccording to Phillips (1996) there are three ways that spokes-characters are usedto communicate with consumers: by creating product identification, by promoting abrand personality, and by providing promotional continuity.2.2.1 Product Identificationspokes-character can create a link between the product, the packaging, and theadvertising in the minds of consumers. It works like a trademark, consumers see thespokes-character they know that is the product. By appearing on the label spokes-characters build product identification. Many researches (Mizerski, 1995) indicatethat children identify brands by their cartoon spokes-characters.2.2.2 PersonalitySpokes characters can show their personality to consumers through meaningappeal and emotion appeal. It can give meaning to the brand by symbolizing itscharacter, and it can lend emotional appeal to the brand by personifying the product.Spokes-characters lend the warmth of an actual personality to the product(Kleppner,1966) and thereby create an emotional tie between the consumer and thecharacter (Zacher, 1967)16

2. REVIEW OF RELATED LITERATURE 2.1 The Definition of Novel ...
11 Chapter 2 LITERATURE REVIEW 2.1 Country ... - DSpace@UM
Celebrity Advertising: Literature Review and Propositions
13 Chapter 2: Critical Literature Review 2.1 ... - Dissertation
Chapter 2: Literature Reviews 2.1 Introduction Recently ... - DSpace
Chapter 2 Literature Review 2.1 Introduction E ... - DSpace@UM
CHAPTER 2 LITERATURE REVIEW 2.1 Biological control Biological ...
9 CHAPTER 2 LITERATURE REVIEW 2.1 ... - DSpace@UM
CHAPTER 2 LITERATURE REVIEW 2.1 Phytic acid 2.1.1 ...
CHAPTER 2 LITERATURE REVIEW 2.1 Particle Swarm Optimization
2. DEFINITIONS 2.1 ACCEPTABLE Acceptable to the ... - PECO
The Cultural Industries Sector: its definition and character from ...
B. Zafer Erdogan^ Celebrity Endorsement A Literature Review
Celebrity Advertising: Literature Review and Propositions - Wbiaus.org
2-1 CHAPTER 2 DEFINITIONS AND CRITERIA 2.1 General. This ...
Page 1 2 The Definite Integral 2.1 Find the area under the function ...
Algebra I Section 2: The System of Integers 2.1 Axiomatic definition ...
Page 1 2 The Definite Integral 2.1 Find the area under the function ...
Literature Review: Documenting the Value of Paper - American ...
Chapter 2 Literature Review - Atomistic Simulation Group
7 Chapter 2 Literature Review: Markets, Intermediation and E ...
Fibroblast Growth Factor Receptor 2 Market Share, Definition, Treatment, Symptoms, Causes, Pipeline Review, H1 2016
Aurora Kinase A (Aurora 2 or EC 2.7.11.1) Market Size, Definition, Treatment, Causes, Pipeline Review, H1 2016
Transforming Growth Factor Beta 2 Market Size, Definition, Treatment, Symptoms, Causes, Pipeline Review, H2 2016