Mascots, design characteristics and children: Does affective response match with cognitive response?

Ana Côrte-Real () and Paulo Lencastre ()
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Ana Côrte-Real: Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto

No 13, Working Papers de Gestão (Management Working Papers) from Católica Porto Business School, Universidade Católica Portuguesa

Abstract: This research addresses the question of how mascots design characteristics affect children recognition and affective response of this type of brand sign. Regarding the literature, it was clear for us the important contribution in studying the short and long term recognition. It is found that the different design characteristics associated with the universal design principles (abstraction, figurativity, symmetric, asymmetric, round and angular forms) stimulated different levels of recognition and affection among the children. The study contributes to our understanding of which mascot design characteristics increase the effectiveness of non-verbal communication.

Keywords: Branding Semiotics; Brand Identity; Brand Marketing; Brand Response (search for similar items in EconPapers)
Pages: 16 pages
Date: 2009-12
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