I’m friends with Louie the Fly, not Mortein : conceptualising the new brand relationships on social media [Reprint]

Letheren, Kate & Kuhn, Kerri-Ann L. (2014) I’m friends with Louie the Fly, not Mortein : conceptualising the new brand relationships on social media [Reprint]. Journal of Marketing Development and Competitiveness, 8(2), pp. 9-13.

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Social media offers many opportunities for building brand relationships. One method of fostering relationships is to create a social media presence for the company spokes-character. Anecdotal evidence suggests that such a strategy can be very effective, though empirical research is needed. This paper reviews what is known and highlights a concern, based on analysis of the case of Louie the Fly and Mortein, that consumers may interact with characters as if they were separate to their parent brand. Hence positive associations with the character may not translate into positive brand outcomes. Following discussion, a model is proposed for testing.

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ID Code: 76462
Item Type: Journal Article
Refereed: Yes
Keywords: anthropomorphism, social media, spokes-characters, brand relationship, interactive marketing
ISSN: 2155-2843
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2014 North American Business Press
Deposited On: 02 Oct 2014 00:42
Last Modified: 05 Oct 2014 04:22

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