Theory and strategies of anthropomophic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty
Sameer Hosany; Girish Prayag; Drew Martin; Wai-Yee Lee
| Year of publication: |
2013
|
|---|---|
| Authors: | Hosany, Sameer ; Prayag, Girish ; Martin, Drew ; Lee, Wai-yee |
| Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 29.2013, 1/2, p. 48-68
|
| Subject: | Anthropologie | Anthropology | Haustiere | Pets | Spielwaren | Toys | Markenimage | Brand image | Emotion | Beziehungsmarketing | Relationship marketing |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009733468