Impact of brand mascot in advertising on brand image among Indian consumers

Siddharth Shriram Shimpi

International Journal of Applied Management Science, 2021, vol. 13, issue 4, 322-338

Abstract: Using brand mascot to promote products was once a creative concept. Today, brand mascot has become commonplace. The present study explained and explored the impact of brand mascot in advertising on brand image among Indian consumers. A structured and un-disguised questionnaire was developed and used to collect the primary data from 576 respondents. Conceptual model was investigated by using structural equation modelling. Study delivered detailed insight on various elements used for analysis and revealed that brand mascot's attractiveness and brand mascot's trustworthiness influenced brand credibility and brand image. Further, study confirmed mediating role of brand credibility between brand mascot's attractiveness and brand mascot's trustworthiness on brand image.

Keywords: brand mascot; brand mascot's attractiveness; brand mascot's trustworthiness; brand credibility; brand image. (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:ids:injams:v:13:y:2021:i:4:p:322-338

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