Abstract
A lovely cartoon character after being authorized can be used in a variety of products. Character economy influences young consumer’ preferences, choices, and purchase intention. The purpose of this research was to investigate the impact of lovely cartoon characters on purchase intentions and brand preference among young female consumers of Taiwan. Structured questionnaire was used to collect data through survey research method and data was collected from 35 young female consumers. ANOVA was used as statistical techniques to test the research. Result showed that lovely characters have significant impact on young female consumers’ purchase intentions and brand preference.
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