Spokes-Characters in Print Advertising: An Update and Extension
Author:
Affiliation:
1. Department of Management and Marketing, Edwards School of Business, University of Saskatchewan, Saskatoon, Canada;
2. Department of Psychology, University of Saskatchewan, Saskatoon, Canada
Publisher
Informa UK Limited
Subject
Marketing
Link
https://www.tandfonline.com/doi/pdf/10.1080/10641734.2018.1503110
Reference44 articles.
1. Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products
2. When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Priming Effects of Brand Anthropomorphism
3. Reframing replicative research in advertising
4. Where the wild brands are: some thoughts on anthropomorphic marketing
5. A Content Analysis of Animation and Animated Spokes-Characters in Television Commercials
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