Work

Theory and strategies of anthropomorphic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty

Year: 2013

Type: article

Source: Journal of Marketing Management

DOI: 10.1080/0267257x.2013.764346

Authors: Sameer Hosany, Girish Prayag, Drew Martin, Wai-Yee Lee

Institutions: Royal Holloway University of London, SKEMA Business School, University of Hawaii at Hilo

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W1995613338

FWCI: 7.926

Cites: 103

Cited by: 56

Related to: 10