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Unformatted text preview: The Impact of Spokes-Characters on Adults’ Attitude and Purchase Intention Problem Definition : This research intends to explore the impact of spokes-characters on adults’ attitude and purchase intention of low-involvement product. Literature Review: v Spokes-character’s definition- “An animated being or object that is used to promote a product or service” v One of the most effective advertising tools in the U.S--Philips, 1996 • More control capability (Costa, 2010) • More economical than celebrity (Costa, 2010) • Positively affect sales (e.g. Kellogg’s) v Three-way communicating with consumers -Creating product identification -Promoting brand personality -Providing promotional continuity (Philips, 1996). v Great effect not only on traditional media, but also on the Internet (with interactivity). v Abundant literatures show spokes-characters’ positive influence on consumers’ attitude toward brand (Callcott and Philips, 1996; Philips, 1996; Garretson & Burton, 2005; Chang, 2010)...
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- Fall '11
- Brand, purchase intention, British H class submarine, brand experience, character trust