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Keywords: Cartoon characters
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2022) 23 (2): 282–303.
Published: 12 November 2021
...Ashish Gupta; Jitender Kumar; Tavishi Tewary; Nirmaljeet Kaur Virk Purpose This study aims to understand the influence of cartoon characters on the generation alpha (GA) in purchase decision-making, supported by the theory of planned behaviour. Design/methodology/approach Quantitative study...
