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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 16 CONTENT Table 5 Studies About Animals in Advertisement Author Year Main Findings positive effect on the brand. Kim et al. Hoolbrook Morgado Cerchia Hoolbrook 1998 2001 1990 1993 1990 1996b & 1997a 1996 and still have a Phillips Spears et a l. 1996 2008 2013 Animals evoke emotions in humans. Humans has associated themselves with animals for a long time. There are three main reasons why humans have associated themselves with animals for a long time. Human have associated themselves with animals for a long time. Animals can be seen as our friends and children. Animals characters are often transfers to the brand. Different animals can be associated with different products categories. The use of animals in advertisement can have a positive effect on the attitudes towards a brand. The cultural meaning of an animal can be transferred to a brand when used in an advertisement. Animals can be used in advertisement without having any relevance to the brand Sanders Lancedorfer et al. Lloyd & ArchPDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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