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| Author: | Garretson, J. A. Niedrich, R. W. |
| Title: | Spokes-characters - creating character trust and positive brand attitudes |
| Journal: | Journal of Advertising
2004 : VOL. 33:2, p. 25-36 |
| Index terms: | BRANDS PROMOTION TRUST |
| Language: | eng |
| Abstract: | Throughout the past century spokes-characters have appeared in numerous promotion campaigns. Over time the interest in these characters has evolved and during the past decade a substantial portion of the research concerning characters has emerged. On brand-related outcomes, there exists a research gap concerning the impact of specific spokes-character features. In this article the authors addresses this gap and enlarge this stream of literature with the first empirical examination about the relationship between brand attitude and specific spokes-character. |
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