The Effectiveness of Anthropomorphic Brand Characters Versus Spokespeople in Collaborative Consumption: An Abstract

Abigail H. Edwards; Pia A. Albinsson

doi:10.1007/978-3-030-89883-0_86

The Effectiveness of Anthropomorphic Brand Characters Versus Spokespeople in Collaborative Consumption: An Abstract

Abigail H. Edwards
, Pia A. Albinsson

Appalachian State University

Appalachian State University

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	331-332
Number of pages	2
DOIs	https://doi.org/10.1007/978-3-030-89883-0_86
State	Published - 2022

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

ASJC Scopus Subject Areas

Marketing
Strategy and Management

Keywords

Ad effectiveness
Advertising
Anthropomorphic brand characters
Brand image
Spokespeople

Access to Document

10.1007/978-3-030-89883-0_86

Cite this

Edwards, A. H., & Albinsson, P. A. (2022). The Effectiveness of Anthropomorphic Brand Characters Versus Spokespeople in Collaborative Consumption: An Abstract. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 331-332). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-030-89883-0_86

The Effectiveness of Anthropomorphic Brand Characters Versus Spokespeople in Collaborative Consumption: An Abstract. / Edwards, Abigail H.; Albinsson, Pia A.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2022. p. 331-332 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Edwards, AH & Albinsson, PA 2022, The Effectiveness of Anthropomorphic Brand Characters Versus Spokespeople in Collaborative Consumption: An Abstract. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 331-332. https://doi.org/10.1007/978-3-030-89883-0_86

Edwards AH, Albinsson PA. The Effectiveness of Anthropomorphic Brand Characters Versus Spokespeople in Collaborative Consumption: An Abstract. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature. 2022. p. 331-332. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-030-89883-0_86

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