Theory and strategies of anthropomorphic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty
Author:
Publisher
Informa UK Limited
Subject
Marketing,Strategy and Management
Link
http://www.tandfonline.com/doi/pdf/10.1080/0267257X.2013.764346
Reference96 articles.
1. Consumer Evaluations of Brand Extensions
2. Exploit the Levitt Write Cycle
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