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Keywords: Likability
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2022) 23 (2): 282–303.
Published: 12 November 2021
... the favourable impact of cartoon characters to influence the behaviour of GA while making the final purchase decision. The likability was found to be significantly related to the recall, willingness to try/buy. The recall was significantly related to willingness to try/buy and purchase intention. Willingness...
