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Consumers who often use a certain brand create vivid brand connections and judgments that are subsequently maintained in memory. Because
the brand is used for personal reasons, the encounters with the brand are more vivid and unforgettable. They are connected and may be
accessible via brand associations and assessments (Kempf and Smirh 1998). Typically, once a brand-related rating is established and stored
in memory, the experienced user does not change it (Forgas 1995).

Numerous policy-related research examines whether spokes-characters serve as signals to attract younger customers to adult items. Other
related research has consequences for public policy but is more theoretical in character. For instance, Macklin's (1994, 1996) research focuses
on how visual cues, such as spokes-characters, boost children's recall for brand-related knowledge and brand attitudes.

H2: Animation characters in logo has significant relationship with youngster’s purchase intention.

2.3 BRAND ADVERTISING

The aim of brand advertising is to promote brand recognition (Dehghani, Niaki, Ramezani & Sal 2016; Hayes, King & Ramirez 2016;
Kavoura 2014). Brand advertising is a kind of message that companies employ to inform prospective customers about the capabilities of
certain products (brand features and values) (Buil et al. 2013; Hess & Bitterman 2016). It is a approach employed by companies to inform
and, more crucially, to convince other people to buy their goods (Dehghani & Tumer 2015). Advertisements for companies can appear in
newspapers, magazines, on radio and television, or on any other kind of social media. Advertising is a kind of marketing that is used to bring
a business's product offerings to the attention of potential consumers. Through the years, both local and international organisations have
relied heavily on advertising to promote and sell their product and service offerings.

Researchers discovered that advertising through media have been most popular, and many people prefer television ads, thus it is an effective
medium to market the products such as cosmetics and FMCG. The use of animated graphics, scenes, and characters to promote can bring
attention to the advertising and the most crucial component is the advertising must use creative approach. Even though advertisers of
customer high-involvement brands have long used animated characters as the celebrities of their ads (for example, California Raisins, Joe
Camel, and Tony the Tiger) (Bell 1992). The persuasive power of anthropomorphism (Guthrie, 1995) should be used to persuade product
personality.

Previous research has shown that advertising characters influence customer perception about the brand, brand trust, will make them
willingness to pay a price (Folse et al., 2012). Furthermore, advertising personalities provide brand identification, positive feelings, recall
of brands, excitement, and originality; as a result, they influence purchase intention (Lin & Wang, 2012).Characters have an active part in
marketing a product, which may include representative or speaking about it (Callcott & Lee, 1995. The active roles of the advertisement
characters illustrate the product's effectiveness via human behaviour, which is referred to as "anthropomorphic demonstration."

Demonstration methods have long been recognised in advertising as a means of illustrating the product's primary benefits in real usage or
under certain progressive settings (Belch & Belch, 2012). Demonstration strategies in advertising assist customers in making firm purchasing
choices by demonstrating the product's effectiveness (O'Guinn et al., 2009). Deighton, Romer, and McQueen (1989) define advertisement as
a presentation that has a storey and narrative but lacks personality. As with the last study, this one utilised the word "demonstration" to refer
to advertising that had a storyline and narrative, but also included anthropomorphic characters. Brands that were developed to act like people
influence customers to behave in accordance with the brand's image (Aggarwal & McGill, 2012). This demonstrates the performance of the
products has a beneficial influence on customer behaviour.

Anthropomorphism have been formed by depicting an object with human characteristics and behaviours, for example, temporal
anthropomorphism (May & Monga, 2014). This demonstrates of human-like characteristics can influences customer purchase choices.

H3: Animation characters in brand advertising has significant relationship with youngster’s purchase intention.

2.4 BRAND AWARENESS

Brand awareness is defined as the acts, values, qualities, uniqueness, taste, and image of products and services (Murthi & Rao 2012; Rubio,
Oubina, & Villasenor 2014). Companies that have great brand awareness obtain a competitive advantage and profit from the successful
expansions, resistance to competitors' promotional activities, and the construction of barriers to entry according to Sasmita and Suki (2015).
Product quality, customer satisfaction, and the customers perception of the brands is the most crucial things. Brands benefits play a vital role
in brand awareness (Murthi & Rao 2012; Rubio et al. 2014). When competitive market rises aggressively, those companies that successfully
help consumers recognise and distinguish their product offerings may have a better opportunity to gaining a competitive advantage through
rise in market share and assessments (Malik, Ghafoor, Iqbal, Riaz, Hassan, Mustafa, and Shahbaz 2013).

Most purchasers prefer to buy high-quality items that satisfy their needs, and brand knowledge might have a significant encouraging
customers' buying intentions (Esch, Moll, Schmitt, Elger, Neuhaus & Weber 2012; Malefyt 2015). According to Cant et al. (2006), a brand
product that has no market value unless a market segment is aware of the brand name, recognises its products, and willing to spend money
to purchase it. This indicated that not all advertised brands achieve consumer awareness, trustworthiness, and value, and they do not

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