Artikel

Effectiveness of Animated Spokes-Character in Advertising Targeted to Kids

The purpose of this study is to find the effectiveness of using animated characters in advertising targeted to kids. The research design is quantitative and its research type is causal. The respondents of the study are ‘Pre-primary school going kids’ from nine different schools belonging to different areas of Karachi, Pakistan. Data is analyzed through Classification Regression Tree (CART). The findings of this research study reveal that liking of the animated spokes character has a significant effect on product and brand character recognition, Product-Brand Character Association and brand preference. The majority of earlier related studies have been descriptive in nature. This study has used relatively advanced measurement technique like CART thereby making a methodical contribution. It is especially useful considering the paucity of research studies on advertising targeted at kids in Pakistan.

Sprache
Englisch

Erschienen in
Journal: Journal of Marketing Management and Consumer Behavior ; ISSN: 2371-3615 ; Volume: 2 ; Year: 2018 ; Issue: 2 ; Pages: 31-47 ; North York, Canada: Journal of Marketing Management and Consumer Behavior

Klassifikation
Wirtschaft
Advertising
Thema
Children Buying Behavior
Animated Character
Advertising Effectiveness
Brand Recall
Brand Recognition
Brand Preference
Brand Association

Ereignis
Geistige Schöpfung
(wer)
Shuja, Komal
Ali, Mazhar
Anjum, Munazzah Mehak
Rahim, Abdul
Ereignis
Veröffentlichung
(wer)
Journal of Marketing Management and Consumer Behavior
(wo)
North York, Canada
(wann)
2018

Handle
Letzte Aktualisierung
10.03.2025, 11:41 MEZ

Datenpartner

Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.

Objekttyp

  • Artikel

Beteiligte

  • Shuja, Komal
  • Ali, Mazhar
  • Anjum, Munazzah Mehak
  • Rahim, Abdul
  • Journal of Marketing Management and Consumer Behavior

Entstanden

  • 2018

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