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, Nestl...

Full description

Bibliographic Details

Main Authors:	Harun, Azahar, Samsuriv, Norsharina, Mohd Fadil, Mohd Zaki, Naseri, Roszi Nazariah Nasni, Cheng, Siew Beh
Format:	Article
Language:	en
Published:	Universiti Teknologi MARA 2020
Subjects:	Marketing The performing arts. Show business Visualization
Online Access:	https://ir.uitm.edu.my/id/eprint/53294/1/53294.pdf https://ir.uitm.edu.my/id/eprint/53294/ https://jadinti.uitm.edu.my/
Tags:	Add Tag No Tags, Be the first to tag this record!