The role of advertising trade characters in forming product perceptions
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.