Growing Importance of Mascot & their Impact on Brand Awareness – A Study of Young Adults in Bhubaneswar City
Journal Title: International Journal of Computational Engineering and Management IJCEM - Year 2014, Vol 17, Issue 6
Abstract
The paper explores theoretically and empirically the brand and the mascot concept and their contribution towards brand. Purpose: the purpose of this research is to examine the impact of brand mascot on brand awareness and also the persuasive power of these characters in enhancing brand preference. Design/methodology/approach – The paper reports the results of a survey. A research methodology has been structured so as to carry out the research in an effective manner. This is achieved by adopting the qualitative research method of in-depth interviews and through questionnaires with the young adults (students of undergraduate technical college) in the city of Bhubaneswar who have explained the way brand mascot have been interpreted by them for different brands and used in different marketing communication program. Findings: This study has disclosed impressive insights into the topic which examines the influence of these fictional characters on various aspects of consumer brand relations.
Authors and Affiliations
Sagyan Sagarika Mohanty
Keywords
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- EP ID EP116403
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