Relationship between social identity and brand communication using spokes characters design features in Kellogg’s breakfast cereals

• Main Author: Noor Adzmee, Majidatul Farhana
• Format: Thesis
• Language: English
• Published: 2019
• Subjects: Promoters; Communication in marketing; Kellogg's All-Bran cereal
• Online Access: http://psasir.upm.edu.my/id/eprint/83289/1/FBMK%202019%207%20ir.pdf; http://psasir.upm.edu.my/id/eprint/83289/

Over the years, the spokes character has become an important aspects in the brand communication advertisement. This is due to the scholars thought on the importance of brand communication as the main function of brand communication was to enhance the brand loyalty and brand trust within several stak...