Know-How Exchange : Student Questions

Hi,

I run an animation company and we also specialize in character licensing. You might want to pick up some information from our blogs at https://blog.media-freaks.com and https://www.katakune.com/blog.

Aldric

Here are some other research papers:
https://www.psu.edu/dept/medialab/research/prodplace.html
https://www.bandt.com.au/news/d8/0c01f1d8.asp
https://www.brandchannel.com/features_effect.asp?pf_id=251
https://www.allacademic.com/meta/p_mla_apa_research_citation/1/7/2/8/0/p172...
https://ideas.repec.org/a/cup/jadres/v43y2003i02p138-149_03.html
https://repositories.lib.utexas.edu/handle/2152/2691

Hi Aline,

Interestingly I have come across you topic of interest and also discussed with a lecturer who is interested in this field. I think you have to go deeper into your literature because whatever you mention and intend to do MAY have already been done.(I'm not 100% sure)

The key concept I understood was TRANSFER EFFECT.

Let me do this briefly using celebrities:

1) Product has attributes which influence intent of purchase.

2) Celebrities has their own attributes which influence people.

3) If Product + Celebrities, is there a transfer effect where the overall attributes which influence the intent of purchase increase.

- Celebrities are good however, there is a need for matching attributes in both celebrities and products to get a GREATER transfer effect. If you get Paris Hilton to endorse a children educational product, the transfer effect might actually drop due to conflict.

You miight want to look into this area.

I'm not a subject matter expert in this area and I base my comments on what I had remembered.

I hope that helps,
Benny