Exploratory study on brand characters.
Koh, Chee Yong.
Foo, Cui Qing.
Lua, Shu Yi.
Date of Issue2006
College of Business (Nanyang Business School)
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.
Final Year Project (FYP)
Nanyang Technological University