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https://archive.cm.mahidol.ac.th/handle/123456789/2101
Full metadata record
DC Field | Value | Language |
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eperson.contributor.advisor | Vichita Ractham | - |
dc.contributor.author | NAPATR PUMHIRAN | - |
dc.date.accessioned | 2021-03-23T09:45:32Z | - |
dc.date.available | 2021-03-23T09:45:32Z | - |
dc.date.issued | 2017-05-24 | - |
dc.identifier | TP MM.010 2017 | - |
dc.identifier.citation | 2017 | - |
dc.identifier.uri | https://archive.cm.mahidol.ac.th/handle/123456789/2101 | - |
dc.description.abstract | The objectives of this study are organized as follows: To understand how Thai companies use spokes-characters in their brand visual identity system, the challenges these companies face, and how each company overcomes their challenges while developing and promoting their spokes-characters. This study uses qualitative method (in-depth interview) in order to gain a deeper understanding of a spokes-character creating process. The respondents selected for this study are employees currently working for one of the three companies with a spokes-character. Additional respondents were two university professors and one Japanese illustrator. As a result of this study, several departments within the firm, such as marketing communication, market research, and public relations can use this information to improve and enhance their spokes-characters. On the other hand, companies without a spokes-character can use information from this study to develop the right type of spokes-character for their businesses. | - |
dc.publisher | มหาวิทยาลัยมหิดล | - |
dc.subject | Marketing and Management | - |
dc.subject | Child marketing | - |
dc.subject | Line application | - |
dc.subject | Spokes-Characters | - |
dc.title | The use of spokes-characters for building brands in Thailand. | - |
dc.type | Thematic Paper | - |
Appears in Collections: | Thematic Paper |
Files in This Item:
File | Description | Size | Format | |
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TP MM.010 2017.pdf | 509.68 kB | Adobe PDF | ![]() View/Open |
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