Skip to content
Back to outputs

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

Research output: Contribution to journalArticlepeer-review

Standard

Use of anthropomorphic brand mascots for student motivation and engagement : a promotional case study with Pablo the Penguin at the University of Portsmouth Library. / Bennett, David E.; Thompson, Paula.

In: New Review of Academic Librarianship, 10.03.2016.

Research output: Contribution to journalArticlepeer-review

Harvard

APA

Vancouver

Author

Bibtex

@article{f808087c14d34ad3ad68603bf3fb0466,
title = "Use of anthropomorphic brand mascots for student motivation and engagement: a promotional case study with Pablo the Penguin at the University of Portsmouth Library",
keywords = "marketing, university libraries, anthropomorphism, mascots, branding",
author = "Bennett, {David E.} and Paula Thompson",
year = "2016",
month = mar,
day = "10",
doi = "10.1080/13614533.2016.1162179",
language = "English",
journal = "New Review of Academic Librarianship",
issn = "1361-4533",
publisher = "Taylor and Francis Ltd.",

}

RIS

TY - JOUR

T1 - Use of anthropomorphic brand mascots for student motivation and engagement

T2 - a promotional case study with Pablo the Penguin at the University of Portsmouth Library

AU - Bennett, David E.

AU - Thompson, Paula

PY - 2016/3/10

Y1 - 2016/3/10

KW - marketing

KW - university libraries

KW - anthropomorphism

KW - mascots

KW - branding

U2 - 10.1080/13614533.2016.1162179

DO - 10.1080/13614533.2016.1162179

M3 - Article

JO - New Review of Academic Librarianship

JF - New Review of Academic Librarianship

SN - 1361-4533

ER -

ID: 3745986