{"id":"https://openalex.org/W1995613338","doi":"https://doi.org/10.1080/0267257x.2013.764346","title":"Theory and strategies of anthropomorphic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty","display_name":"Theory and strategies of anthropomorphic brand characters from Peter Rabbit, Mickey Mouse, and Ronald McDonald, to Hello Kitty","publication_year":2013,"publication_date":"2013-01-01","ids":{"openalex":"https://openalex.org/W1995613338","doi":"https://doi.org/10.1080/0267257x.2013.764346","mag":"1995613338"},"language":"en","primary_location":{"id":"doi:10.1080/0267257x.2013.764346","doi":"https://doi.org/10.1080/0267257x.2013.764346","is_oa":false,"landing_page_url":"https://doi.org/10.1080/0267257x.2013.764346","pdf_url":null,"source":{"id":"https://openalex.org/S14291815","display_name":"Journal of Marketing Management","issn_l":"0267-257X","issn":["0267-257X","1472-1376"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-3","jufo-1","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing Management","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5075308768","display_name":"Sameer Hosany","orcid":"https://orcid.org/0000-0003-2654-9096","observed_orcids":["https://orcid.org/0000-0003-2654-9096"]},"institutions":[{"id":"https://openalex.org/I184558857","display_name":"Royal Holloway University of London","ror":"https://ror.org/04g2vpn86","country_code":"GB","type":"education","lineage":["https://openalex.org/I124357947","https://openalex.org/I184558857"]}],"countries":["GB"],"is_corresponding":true,"raw_author_name":"Sameer Hosany","raw_affiliation_strings":["Royal Holloway, University of London, UK"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Royal Holloway, University of London, UK","institution_ids":["https://openalex.org/I184558857"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5003915227","display_name":"Girish Prayag","orcid":"https://orcid.org/0000-0001-6243-2747","observed_orcids":["https://orcid.org/0000-0001-6243-2747"]},"institutions":[{"id":"https://openalex.org/I181418319","display_name":"SKEMA Business School","ror":"https://ror.org/036h8vg94","country_code":"FR","type":"education","lineage":["https://openalex.org/I181418319"]}],"countries":["FR"],"is_corresponding":false,"raw_author_name":"Girish Prayag","raw_affiliation_strings":["SKEMA Business School, France"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"SKEMA Business School, France","institution_ids":["https://openalex.org/I181418319"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5030360467","display_name":"Drew Martin","orcid":"https://orcid.org/0000-0002-5979-5763","observed_orcids":["https://orcid.org/0000-0002-5979-5763"]},"institutions":[{"id":"https://openalex.org/I35722693","display_name":"University of Hawaii at Hilo","ror":"https://ror.org/02mp2av58","country_code":"US","type":"education","lineage":["https://openalex.org/I35722693"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Drew Martin","raw_affiliation_strings":["University of Hawai'i at Hilo, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Hawai'i at Hilo, USA","institution_ids":["https://openalex.org/I35722693"]}]},{"author_position":"last","author":{"id":null,"display_name":"Wai-Yee Lee","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Wai-Yee Lee","raw_affiliation_strings":["Sanrio Hong Kong, Hong Kong"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Sanrio Hong Kong, Hong Kong","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":3,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5075308768"],"corresponding_institution_ids":["https://openalex.org/I184558857"],"apc_list":null,"apc_paid":null,"fwci":7.9262,"has_fulltext":false,"cited_by_count":56,"citation_normalized_percentile":{"value":0.96492047,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":99},"biblio":{"volume":"29","issue":"1-2","first_page":"48","last_page":"68"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.8734999895095825,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.8734999895095825,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.1145000010728836,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14035","display_name":"Literature, Culture, and Aesthetics","score":0.004999999888241291,"subfield":{"id":"https://openalex.org/subfields/1209","display_name":"Museology"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/hello-kitty","display_name":"Hello Kitty","score":0.9679999947547913},{"id":"https://openalex.org/keywords/brand-strategy","display_name":"brand strategy","score":0.6980000138282776},{"id":"https://openalex.org/keywords/character-licensing","display_name":"character licensing","score":0.7149999737739563},{"id":"https://openalex.org/keywords/third-party-collaboration","display_name":"third-party collaboration","score":0.7699999809265137},{"id":"https://openalex.org/keywords/nostalgia-marketing","display_name":"nostalgia marketing","score":0.8059999942779541},{"id":"https://openalex.org/keywords/brand-extension","display_name":"brand extension","score":0.6790000200271606},{"id":"https://openalex.org/keywords/product-line-extension","display_name":"product line extension","score":0.871999979019165},{"id":"https://openalex.org/keywords/cuteness","display_name":"cuteness","score":0.6949999928474426},{"id":"https://openalex.org/keywords/peter-rabbit","display_name":"Peter Rabbit","score":0.7480000257492065},{"id":"https://openalex.org/keywords/mickey-mouse","display_name":"Mickey Mouse","score":0.9950000047683716},{"id":"https://openalex.org/keywords/ronald-mcdonald","display_name":"Ronald McDonald","score":0.8100000023841858}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6894115805625916},{"id":"https://openalex.org/C2780861071","wikidata":"https://www.wikidata.org/wiki/Q1062934","display_name":"Character (mathematics)","level":2,"score":0.6846286058425903},{"id":"https://openalex.org/C158154518","wikidata":"https://www.wikidata.org/wiki/Q7310970","display_name":"Relevance (law)","level":2,"score":0.6094131469726562},{"id":"https://openalex.org/C2777359062","wikidata":"https://www.wikidata.org/wiki/Q359385","display_name":"Innocence","level":2,"score":0.6089967489242554},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.5691039562225342},{"id":"https://openalex.org/C2988046880","wikidata":"https://www.wikidata.org/wiki/Q3084961","display_name":"Product line","level":2,"score":0.4866098165512085},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.47015810012817383},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3916274607181549},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.36283010244369507},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.3090726137161255},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.1824040412902832},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.1602500081062317},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.06311541795730591},{"id":"https://openalex.org/C11171543","wikidata":"https://www.wikidata.org/wiki/Q41630","display_name":"Psychoanalysis","level":1,"score":0.05828452110290527},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C117671659","wikidata":"https://www.wikidata.org/wiki/Q11049265","display_name":"Manufacturing engineering","level":1,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1080/0267257x.2013.764346","doi":"https://doi.org/10.1080/0267257x.2013.764346","is_oa":false,"landing_page_url":"https://doi.org/10.1080/0267257x.2013.764346","pdf_url":null,"source":{"id":"https://openalex.org/S14291815","display_name":"Journal of Marketing Management","issn_l":"0267-257X","issn":["0267-257X","1472-1376"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-3","jufo-1","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing Management","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":103,"referenced_works":["https://openalex.org/W76315010","https://openalex.org/W79229537","https://openalex.org/W201578715","https://openalex.org/W581291249","https://openalex.org/W583583424","https://openalex.org/W594878748","https://openalex.org/W596964310","https://openalex.org/W614578352","https://openalex.org/W614816019","https://openalex.org/W616680061","https://openalex.org/W622885586","https://openalex.org/W627374193","https://openalex.org/W643222697","https://openalex.org/W644744109","https://openalex.org/W645722664","https://openalex.org/W651115379","https://openalex.org/W1031725470","https://openalex.org/W1494758374","https://openalex.org/W1510338271","https://openalex.org/W1513544106","https://openalex.org/W1523171858","https://openalex.org/W1527311855","https://openalex.org/W1534580572","https://openalex.org/W1546387851","https://openalex.org/W1574682103","https://openalex.org/W1592080430","https://openalex.org/W1600280887","https://openalex.org/W1607137273","https://openalex.org/W1607675442","https://openalex.org/W1608238977","https://openalex.org/W1903529459","https://openalex.org/W1966423442","https://openalex.org/W1968244394","https://openalex.org/W1968557025","https://openalex.org/W1970705935","https://openalex.org/W1971472315","https://openalex.org/W1977071635","https://openalex.org/W1980143735","https://openalex.org/W1980194167","https://openalex.org/W1983279047","https://openalex.org/W1983478509","https://openalex.org/W1989616171","https://openalex.org/W1991218014","https://openalex.org/W1992655621","https://openalex.org/W1995478992","https://openalex.org/W1999500789","https://openalex.org/W2006137554","https://openalex.org/W2008371303","https://openalex.org/W2024874105","https://openalex.org/W2026007212","https://openalex.org/W2031578242","https://openalex.org/W2043533996","https://openalex.org/W2057023890","https://openalex.org/W2058270895","https://openalex.org/W2062441642","https://openalex.org/W2063918872","https://openalex.org/W2070504353","https://openalex.org/W2073694928","https://openalex.org/W2075933262","https://openalex.org/W2081466746","https://openalex.org/W2082916961","https://openalex.org/W2083050490","https://openalex.org/W2086298994","https://openalex.org/W2088999220","https://openalex.org/W2090795473","https://openalex.org/W2095119641","https://openalex.org/W2109143979","https://openalex.org/W2113136459","https://openalex.org/W2115040353","https://openalex.org/W2124559934","https://openalex.org/W2139746788","https://openalex.org/W2151489741","https://openalex.org/W2152439690","https://openalex.org/W2152800692","https://openalex.org/W2153815607","https://openalex.org/W2154611637","https://openalex.org/W2164089975","https://openalex.org/W2164928734","https://openalex.org/W2174064721","https://openalex.org/W2240345037","https://openalex.org/W2312678296","https://openalex.org/W2329849488","https://openalex.org/W2414812664","https://openalex.org/W2417311672","https://openalex.org/W2582377764","https://openalex.org/W2902225836","https://openalex.org/W2935859601","https://openalex.org/W2954694796","https://openalex.org/W2994202750","https://openalex.org/W3022607203","https://openalex.org/W3087340772","https://openalex.org/W3123397884","https://openalex.org/W3166772423","https://openalex.org/W4211068185","https://openalex.org/W4240860573","https://openalex.org/W4242024540","https://openalex.org/W4243838916","https://openalex.org/W4247171779","https://openalex.org/W4249289665","https://openalex.org/W4256143972","https://openalex.org/W4285719527","https://openalex.org/W4299980690","https://openalex.org/W4412086336"],"related_works":["https://openalex.org/W7035548712","https://openalex.org/W7208250728","https://openalex.org/W3000416094","https://openalex.org/W2593862552","https://openalex.org/W2803843580","https://openalex.org/W1192264269","https://openalex.org/W1554188479","https://openalex.org/W1637419666","https://openalex.org/W3217077481","https://openalex.org/W7222931489"],"abstract_inverted_index":{"Brand":[0],"characters":[1],"are":[2],"ubiquitous":[3],"in":[4,11],"marketing.":[5],"Previous":[6],"studies":[7],"establish":[8],"their":[9],"relevance":[10],"advertising.":[12],"Surprisingly,":[13],"little":[14],"research":[15],"exists":[16],"on":[17,70],"how":[18],"to":[19,54],"build":[20,55],"and":[21,46,56,79],"sustain":[22,57],"brand":[23,33,74],"characters.":[24],"Adopting":[25],"a":[26,42],"case-study":[27],"approach,":[28],"this":[29],"paper":[30,83],"explores":[31],"the":[32,58],"management":[34],"strategies":[35],"of":[36],"Sanrio's":[37],"iconic":[38],"character":[39,65],"Hello":[40,59,89],"Kitty,":[41],"cat":[43],"epitomising":[44],"cuteness":[45],"innocence.":[47],"Findings":[48],"indicate":[49],"that":[50],"eight":[51],"tactics":[52],"help":[53],"Kitty":[60],"brand:":[61],"keep":[62],"it":[63],"simple,":[64],"licensing,":[66],"third-party":[67],"collaboration,":[68],"capitalising":[69],"nostalgia,":[71],"product-line":[72],"extensions,":[73,75],"sustaining":[76],"consumer":[77],"interests,":[78],"harnessing":[80],"technology.":[81],"The":[82],"also":[84],"identifies":[85],"some":[86],"challenges":[87],"facing":[88],"Kitty.":[90]},"counts_by_year":[{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":6},{"year":2023,"cited_by_count":6},{"year":2022,"cited_by_count":11},{"year":2021,"cited_by_count":5},{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":4},{"year":2018,"cited_by_count":8},{"year":2017,"cited_by_count":5},{"year":2016,"cited_by_count":6},{"year":2015,"cited_by_count":1},{"year":2014,"cited_by_count":1}],"updated_date":"2026-10-30T12:39:25.321706","created_date":"2016-06-24T00:00:00"}