Personification in marketing communication: case study of Malaysian brands / Azahar Harun...[et.al]

• Main Authors: Harun, Azahar (Author), Abd Razak, Mohamed Razeef (Author), Abd Rahim, Russlan (Author), Mohd Radzuan, Lili Eliana (Author), Abu Bakar, Amina Syarfina (Author)
• Format: Book
• Published: 2016.
• Subjects: Conference or Workshop Item; PeerReviewed
• Online Access: Link Metadata

This paper assesses the anthropomorphic forms depicted in four established Malaysian brands. They are Julie's, Habib, Karangkraf and Happy Prepaid. In order to measure its effectiveness in brand design, a Visual Content Analysis approach is employed. This qualitative method which involves multi...