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guarantee clients' intent to buy (Kakkos, Trivellas, & Sdrolias 2015).The previous research revealed that, brand advertising may impact a
customer’s choice or purchase the product or service for the first time, which might influence the customer's want to continue or discontinuous
usage of the product depending on the customer's satisfaction towards the product (Rubio et al. 2014). Continue buy and use the product by
the consumer might significantly increase product recognition and customer loyalty, resulting in a competitive advantage (Suki, Suki &
Azman 2016).

The display of human behaviour (anthropomorphic demonstration) facilitates comprehension of the advertising message. We believe that
the use of anthropomorphic will spark anthropomorphism. According to Guthrie (1995), anthropomorphism provides a familiar sensation
which could makes it simpler for consumers to grasp. The better the perceived product effectiveness, the more pleasant the experience and
the more appealing and entertaining for customers. Thus, when the product's values are hard to illustrate, the delivery of the product's value
message may be more aware and easier to recognize when it is assisted by anthropomorphic behaviour. (Labroo, Dhar, & Schwarz, 2008),
eliciting a desire to learn and having a favourable influence on the attention and performance (Kim & Labroo, 2011). Customers know about
the values of the products from the delivery of messages. According to Zhu, Billeter, and Inman (2012), picture that keeps changes in an
ad to informs about product effectiveness increase the consumer's perceived product efficacy. The richer the image ad provide information
about a product, the higher the consumer's perceived product efficacy.

H4: Animation characters in brand awareness has significant relationship with youngster’s purchase intention.

2.5 RESEARCH FRAMEWORK MODEL

Brand elements
-packaging (H1)
-Logo (H2)

Youngster’s purchase
Brand Advertising intention
(H3)

Brand Awareness
(H4)

Figure 1: Research framework for the effect of using animation characters in brand elements, brand advertising and brand awareness.

Figure above shows the research framework of this research. The research is conducted to test the connections between independent variable
and dependent variable for the academic purposes. The framework of the variables in Figure 1 was adopted from Jaafar et al., (2012) who
highlighted the intrinsic factor, extrinsic factor and consumer’s attitude before consumer making an actual purchase.

■ 3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

When choosing a research strategy, it is critical to evaluate the research question and the goal of the study. The approach must reflect the
question. There are several research strategies that may be appropriate for this quantitative research: study and archive research (Saunders et
al., 2009). These study designs are also linked to various research techniques (ibid). Due to a lack of information on the topic on which this
study was based, archival research was excluded. There was insufficient information available for this article the uses of animation characters
in brand elements, brand advertising, and brand awareness on youngsters' purchase intention. Therefore, surveys are the best research for this
topic.

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