Use of anthropomorphic brand mascots for student motivation and engagement: a promotional case study with Pablo the Penguin at the University of Portsmouth Library

David E. Bennett, Paula Thompson

Research output: Contribution to journalArticlepeer-review

570 Downloads (Pure)
Original languageEnglish
JournalNew Review of Academic Librarianship
DOIs
Publication statusPublished - 10 Mar 2016
Externally publishedYes

Keywords

  • marketing
  • university libraries
  • anthropomorphism
  • mascots
  • branding

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