The role of advertising trade characters in forming product perceptions

Date
1993
Authors
Phillips, Barbara J., 1966-
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Abstract

This research study tests the proposition that trade characters are effective advertising tools because they can be used to transfer a desired meaning to a product with which they are associated in the minds of consumers. The results of the research experiment support this explanation for low-involvement products. That is, for low-involvement products, a trade character can be used to transfer a desired meaning to a product if the consumer recognizes the character, ascribes an attribute to the character, and views that attribute as a valuable benefit of the product. Experimental results for the high-involvement product were inconclusive. Directions for future study are given.

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