Creating Connections Through Characters: A Study of Brand Mascots and Their Influence on Consumer Purchase Intentions

Veda Varsha Reddy B and Sathish A.s
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Veda Varsha Reddy B: VIT Business School, Research Scholar, Vellore Institute of Technology, India
Sathish A.s: VIT Business School, Professor, Vellore Institute of Technology, India

Advances in Decision Sciences, 2023, vol. 27, issue 4, 72-89

Abstract: [Objective] This study aims to investigate the impact of brand mascots on consumers’ attitudes and purchase intentions, emphasizing the significance of emotional connections in the competitive business landscape and deciding on the best strategy to formulate to capture the market chunk. [Design/methodology/approach] Employing a hybrid research approach, a sample of 568 respondents was collected within India. SmartPLS was utilized for analysis. The research delves into brand awareness, personification, and self-congruence as determinants of consumer attitudes and intentions. [Findings] The study uncovers positive associations between brand awareness, brand personification, brand self-congruency, attitude towards advertisements, and consumer purchase intentions when a brand mascot is used as an endorsement strategy, particularly in the food sector where brands use brand mascots as a promotional strategy. The integration of brand mascots as tools to establish connections with branding aspects and capture consumer attention is affirmed. [Research Limitations] While providing valuable insights, this research acknowledges its limitations. Future studies should address these limitations by encompassing diverse industries, investigating supplementary factors, and exploring various contexts to deepen understanding of the intricate relationship between brand mascots and consumer behavior. [Implications] This research underscores the functional significance of integrating brand mascots in marketing strategies to foster connections with consumers by adding value to branding aspects such as the usage of brand mascots, creating brand awareness, enhancing brand personality and brand self-congruency, thereby potentially enhancing purchase intentions, especially in branding-sensitive sectors like the food industry. [Social Implications] The study implies that successfully incorporating brand mascots can contribute to stronger brand-consumer relationships by enhancing the branding aspects, potentially leading to positive social implications such as enhanced brand engagement, positive attitude, and affirmativeness towards advertisements and purchase intention. [Originality/Value] By delving into the multifaceted aspects of brand mascots and their influence on enhancing the brand aspects and consumer behavior, this research contributes to the existing body of knowledge. It underscores the originality of considering mascot compatibility crucial to strengthening and creating brand awareness, personification, and self-congruence.

Keywords: Brand Mascot; Anthropomorphism; Attitude; Intention to buy (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Date: 2023
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