I’m Friends with Louie the Fly, not Mortein: Conceptualising the New Brand Relationships on Social Media
Letheren, Kate & Kuhn, Kerri Ann L. (2016) I’m Friends with Louie the Fly, not Mortein: Conceptualising the New Brand Relationships on Social Media. In Campbell, Colin & Ma, Junzhao Jonathon (Eds.) Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. Springer, Cham, Switzerland, pp. 491-494.
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Description
Spokes-characters are ’…animated beings or objects, created to promote a product, service or idea’ (Phillips 1996, p.155). They were first used in the late 1800s when they emerged as registered trademarks, but the use of spokes-characters for marketing communications has since grown, owing to their ability to remind consumers about a product, transfer positive associations to a brand, and give a corporate company a more ’personal’ face (Callcott and Lee 1995). One example is the Michelin Man, who has served as spokes-character for Michelin tyres since 1898, after starting out in print advertising.
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| ID Code: | 234436 | ||
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| Item Type: | Chapter in Book, Report or Conference volume (Conference contribution) | ||
| Series Name: | Developments in Marketing Science: Proceedings of the Academy of Marketing Science | ||
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| Additional Information: | Reprint from Original edition: Proceedings of the 16th Biennial World Marketing Congress edited by Colin L. Campbell and Junzhao (Jonathon) Ma. Copyright © Academy of Marketing Science 2013. All rights reserved. | ||
| Measurements or Duration: | 4 pages | ||
| Event Title: | Academy of Marketing Science - World Marketing congress | ||
| Event Dates: | 2013-07-17 - 2013-07-20 | ||
| Event Location: | Melbourne, Australia | ||
| Keywords: | Brand Character, Brand Personality, Brand Relationship, Consumer Research, Marketing Communication | ||
| DOI: | 10.1007/978-3-319-24184-5_124 | ||
| ISBN: | 978-3-319-24182-1 | ||
| Pure ID: | 113752585 | ||
| Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
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| Copyright Owner: | 2016 Academy of Marketing Science | ||
| Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to [email protected] | ||
| Deposited On: | 08 Aug 2022 04:47 | ||
| Last Modified: | 08 Feb 2025 03:00 |
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