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Keywords: Characters
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (1): 23–35.
Published: 19 December 2023
...Aysen Bakir; Jessica Castonguay; Jeffrey G. Blodgett Purpose This study aims to examine the effects of character body size, subject body size and product type on female adolescents’ attitudes toward the character. Given prior research showing that adolescents identify more strongly with those whom...
