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.

Name thesis:degree_name

Master of Arts

Level thesis:degree_level

Masters

Discipline thesis:degree_discipline

Advertising

Grantor

University of Texas at Austin

Year dc:date.issued

1993

Author dc:creator

• Phillips, Barbara J., 1966-

Advisor dc:contributor.advisor

• Stout, Patricia A.

Statement dc:rights

• Copyright © is held by the author. Presentation of this material on the Libraries' web site by University Libraries, The University of Texas at Austin was made possible under a limited license grant from the author who has retained all copyrights in the works.

Language dc:language.iso

eng

Identifier URI

http://dx.doi.org/10.26153/tsw/1034

OAI identifier oai:identifier

oai:repositories.lib.utexas.edu:2152/73902