Abstract
Purpose: Digital stickers are being used frequently due to a rapid increase in the usage of mobile messenger services. Moreover, characters featured on digital stickers are being used as spokes-characters for brand marketing and advertisements. These characters create positive consumer attitude toward the brand and the brand's product or service. Design/methodology/approach: Based on 307 surveys collected in Korea, this paper examines the relationship between the dimensions of the characters and the usage intention of an Internet-only banking service. Findings: Results indicate that unlike conventional spokes-characters, the expertise of sticker characters does not have an influence on usage intention. However, all three dimensions of characters are effective in forming a positive brand equity, and this has a mediating role in enhancing usage intention. Originality/value: Current research has brought academic attention to characters featured on digital stickers and have verified their significant role. Moreover, in an Internet-only banking context, branding strategy is an effective way to encourage customers to use services. Theoretical implications are addressed, as are implications for managers who are looking for a character that will execute effective marketing campaigns.
Original language | English |
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Pages (from-to) | 1743-1757 |
Number of pages | 15 |
Journal | Asia Pacific Journal of Marketing and Logistics |
Volume | 33 |
Issue number | 8 |
DOIs | |
Publication status | Published - 2021 |
Bibliographical note
Publisher Copyright:© 2021, Emerald Publishing Limited.
All Science Journal Classification (ASJC) codes
- Business and International Management
- Strategy and Management
- Marketing