Theory and strategies of anthropomorphic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty
| Year of publication: |
2013
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|---|---|
| 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 6459717. - Vol. 29.2013, 1 (1.1.), p. 48-68
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