Source credibility in Nestlé's breakfast cereal anthropomorphic mascots / Azahar Harun ... [et al.]

• Asıl Yazarlar: Harun, Azahar (Yazar), Samsuriv, Norsharina (Yazar), Mohd Fadil, Mohd Zaki (Yazar), Naseri, Roszi Nazariah Nasni (Yazar), Cheng, Siew Beh (Yazar)
• Materyal Türü: Kitap
• Baskı/Yayın Bilgisi: Universiti Teknologi MARA, 2020.
• Konular: Article; PeerReviewed
• Online Erişim: Link Metadata

An anthropomorphic mascot is one of the marketing communication agents commonly found on breakfast cereal boxes. Many studies have argued that anthropomorphic mascots could enhance the brand appeal, purchase encouragement and brand loyalty. In this study, three specimens, Nestlé's Koko Krunch,...