Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 112

Chapter 11 discusses spokescharacters, a communication characteristic that influences attitudes. The case describes how Hello Kitty served as a spokescharacter for UNICEF for many years, as well as a diplomatic tool for Japanese-Chinese diplomacy. Some characteristics that influence the success of celebrity sources include their expertise, aspirational aspects, and meaning transfer. How do these characteristics apply to Hello Kitty as a spokescharacter