Source credibility in Nestlé's breakfast cereal anthropomorphic mascots / Azahar Harun ... [et al.]
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,...
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| Hoofdauteurs: | , , , , |
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| Formaat: | Boek |
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Universiti Teknologi MARA,
2020.
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