Do humanized team mascots attract new fans? Application and extension of the anthropomorphism theory

Yong Jae Ko, Akira Asada, Wonseok (Eric) Jang, Daehwan Kim and Yonghwan Chang

Sport Management Review, 2022, vol. 25, issue 5, 820-846

Abstract: Most sport teams utilize mascots as a distinctive brand element to draw the attention of existing and potential fans and to deliver optimal fan experiences. We investigated the effects of anthropomorphic promotion using team mascots on the potential fans’ psychological and behavioral responses. We employed a 2 (figure: logo vs. mascot) × 2 (background color: cool vs. warm) between-subjects factorial design, using the Miami Marlins in the experimental scenario. After controlling for baseball involvement and brand familiarity, analysis of data obtained from 239 potential fans demonstrated the positive effect of anthropomorphic promotion using team mascots on participants’ psychological closeness and media consumption intentions. To explain the psychological mechanism of this effect, we tested and confirmed a causal model containing a sequential mediation (figure type → perceived anthropomorphism → psychological closeness → media consumption intentions), in conjunction with perceived loneliness. Anthropomorphism of a mascot creates a closer psychological closeness with new fans.Anthropomorphism of a mascot leads to greater media consumption intentions.Mascots are effective promotional tools for new fans.

Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/14413523.2021.2014184 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rsmrxx:v:25:y:2022:i:5:p:820-846

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rsmr20

DOI: 10.1080/14413523.2021.2014184

Access Statistics for this article

Sport Management Review is currently edited by Sheranne Fairley

More articles in Sport Management Review from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().