Relationship between social identity and brand communication using spokes characters design features in Kellogg’s breakfast cereals

Over the years, the spokes character has become an important aspects in the brand communication advertisement. This is due to the scholars thought on the importance of brand communication as the main function of brand communication was to enhance the brand loyalty and brand trust within several stak...

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Main Author:	Noor Adzmee, Majidatul Farhana
Format:	Thesis
Language:	English
Published:	2019
Subjects:	Promoters Communication in marketing Kellogg's All-Bran cereal
Online Access:	http://psasir.upm.edu.my/id/eprint/83289/1/FBMK%202019%207%20ir.pdf
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id	my-upm-ir.83289
record_format	uketd_dc
spelling	my-upm-ir.832892022-01-07T02:07:41Z Relationship between social identity and brand communication using spokes characters design features in Kellogg’s breakfast cereals 2019-01 Noor Adzmee, Majidatul Farhana Over the years, the spokes character has become an important aspects in the brand communication advertisement. This is due to the scholars thought on the importance of brand communication as the main function of brand communication was to enhance the brand loyalty and brand trust within several stakeholders such as; the customers, employees, suppliers, channel members, the media, government regulators, and the community. Even though the spokes characters’ design features have become an important aspect in creating spokes characters to represent the image of the company somehow, less studies had been done concerning the relationship between the social identity and the design features of spokes characters. Thus, the aim of this research was to determine on the relationship between the social identity and brand communication using the design features of spokes characters in Kellogg’s breakfast cereal across the six countries of the world which includes; South Africa, Japan, France, Mexico, United States of America and Australia. The social Identity was explained by the national culture using two cultural framework which were; Hofstede’s Cultural Framework and Hall’s Cultural Framework. A total of 81 Kellogg’s spokes characters were observed to identify the design features preferences based on the national culture indicators chosen from the literature. The independent observers also were appointed to compare the results using the Normality and Reliability Analysis to prevent the systematical error. The data were analyzed through the frequency analysis on features of spokes character according to the countries, mapping of national culture markers on the spokes character design features, and Statistical Analysis using the Cross-Tabulation Data and Chi Square. In conclusion, the finding of the study found that the design features of Kellogg’s spokes character across the six countries of the world has significant differences in most of the design indicators chosen. The findings also indicated that Social Identity influences the design features of spokes character across the six countries of the world. However, the research only focusing on one breakfast cereal brand hence, it is recommended for the future researcher to include several breakfast cereal brands to make more comparison between the spokes characters brands. Promoters Communication in marketing Kellogg's All-Bran cereal 2019-01 Thesis http://psasir.upm.edu.my/id/eprint/83289/ http://psasir.upm.edu.my/id/eprint/83289/1/FBMK%202019%207%20ir.pdf text en public masters Universiti Putra Malaysia Promoters Communication in marketing Kellogg's All-Bran cereal Bidin, Rosmiza
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
advisor	Bidin, Rosmiza
topic	Promoters Communication in marketing Kellogg's All-Bran cereal
spellingShingle	Promoters Communication in marketing Kellogg's All-Bran cereal Noor Adzmee, Majidatul Farhana Relationship between social identity and brand communication using spokes characters design features in Kellogg’s breakfast cereals
description	Over the years, the spokes character has become an important aspects in the brand communication advertisement. This is due to the scholars thought on the importance of brand communication as the main function of brand communication was to enhance the brand loyalty and brand trust within several stakeholders such as; the customers, employees, suppliers, channel members, the media, government regulators, and the community. Even though the spokes characters’ design features have become an important aspect in creating spokes characters to represent the image of the company somehow, less studies had been done concerning the relationship between the social identity and the design features of spokes characters. Thus, the aim of this research was to determine on the relationship between the social identity and brand communication using the design features of spokes characters in Kellogg’s breakfast cereal across the six countries of the world which includes; South Africa, Japan, France, Mexico, United States of America and Australia. The social Identity was explained by the national culture using two cultural framework which were; Hofstede’s Cultural Framework and Hall’s Cultural Framework. A total of 81 Kellogg’s spokes characters were observed to identify the design features preferences based on the national culture indicators chosen from the literature. The independent observers also were appointed to compare the results using the Normality and Reliability Analysis to prevent the systematical error. The data were analyzed through the frequency analysis on features of spokes character according to the countries, mapping of national culture markers on the spokes character design features, and Statistical Analysis using the Cross-Tabulation Data and Chi Square. In conclusion, the finding of the study found that the design features of Kellogg’s spokes character across the six countries of the world has significant differences in most of the design indicators chosen. The findings also indicated that Social Identity influences the design features of spokes character across the six countries of the world. However, the research only focusing on one breakfast cereal brand hence, it is recommended for the future researcher to include several breakfast cereal brands to make more comparison between the spokes characters brands.
format	Thesis
qualification_level	Master's degree
author	Noor Adzmee, Majidatul Farhana
author_facet	Noor Adzmee, Majidatul Farhana
author_sort	Noor Adzmee, Majidatul Farhana
title	Relationship between social identity and brand communication using spokes characters design features in Kellogg’s breakfast cereals
title_short	Relationship between social identity and brand communication using spokes characters design features in Kellogg’s breakfast cereals
title_full	Relationship between social identity and brand communication using spokes characters design features in Kellogg’s breakfast cereals
title_fullStr	Relationship between social identity and brand communication using spokes characters design features in Kellogg’s breakfast cereals
title_full_unstemmed	Relationship between social identity and brand communication using spokes characters design features in Kellogg’s breakfast cereals
title_sort	relationship between social identity and brand communication using spokes characters design features in kellogg’s breakfast cereals
granting_institution	Universiti Putra Malaysia
publishDate	2019
url	http://psasir.upm.edu.my/id/eprint/83289/1/FBMK%202019%207%20ir.pdf
_version_	1747813373763911680

Relationship between social identity and brand communication using spokes characters design features in Kellogg’s breakfast cereals

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