Relevant bibliographies by topics / Brand mascots

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters

Academic literature on the topic 'Brand mascots'

Author: Grafiati
Published: 16 September 2021
Last updated: 26 January 2023

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Journal articles on the topic "Brand mascots"

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Brown, Stephen. "Animal house: Brand mascots, mascot brands and more besides." Journal of Customer Behaviour 13, no. 2 (2014): 77–92. http://dx.doi.org/10.1362/147539214x14024779483519.

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Qiu, Guanqi. "Research on Tourism Brand Mascot Promotion." Proceedings of Business and Economic Studies 5, no. 4 (2022): 94–99. http://dx.doi.org/10.26689/pbes.v5i4.4155.

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With the development of China’s tourism industry, the promotion of tourism brand mascots should be further optimized. By improving the promotion of tourism brand mascots, the connotation of tourism can be effectively expanded, so as to attract more consumers to participate in tourism activities. Promoting the mascots of tourism brands from different angles and levels will help increase the popularity of tourism brands and enhance people’s understanding of the culture and connotation of tourism brands [1]. Therefore, this article will discuss the promotion of tourism brand mascots and put forwa
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Cayla, Julien. "Brand mascots as organisational totems." Journal of Marketing Management 29, no. 1-2 (2013): 86–104. http://dx.doi.org/10.1080/0267257x.2012.759991.

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Wong, Wendy. "Brand Mascots And Other Marketing Animals." Journal of Design History 30, no. 2 (2017): 241–42. http://dx.doi.org/10.1093/jdh/epx015.

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Hornsey, Richard. "“The Penguins Are Coming”: Brand Mascots and Utopian Mass Consumption in Interwar Britain." Journal of British Studies 57, no. 4 (2018): 812–39. http://dx.doi.org/10.1017/jbr.2018.116.

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AbstractThis article explores the cultural dynamics of branding and mass consumption in Britain during the 1920s and 1930s. It focuses on Penguin Books’ cartoon mascot, which appeared on all of the firm's paperback covers and in-store promotional material from 1935. A familiar but critically ignored cultural icon, Penguin's mascot followed a wave of prominent advertising characters that energetically burst onto Britain's commercial scene in the early 1920s. Highly visible on packaging, poster hoardings, and advertisements within the press, brand mascots became popular media stars in the 1920s,
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Ardi, Fanny Printi, Pyo Apriliana Munawarah, Mi’rajus Subyan Rahmat, and Lalu Aswandi Mahroni G. "Kajian Perancangan Karakter Maskot Universitas Pendidikan Mandalika." JTIM : Jurnal Teknologi Informasi dan Multimedia 3, no. 1 (2021): 46–52. http://dx.doi.org/10.35746/jtim.v3i1.123.

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Mascot is a promotional media that is familiar in promotional media. Several companies to universities have mascots as icons that can represent higher education. UNDIKMA as a new joint-form campus has not used the media in the form of mascots for promotion. considering that NTB is a heterogeneous region with respect to ethnicity, religion, and race, so it requires a mascot as a brand ambassador for UNDIKMA. This is important because in the NTB region there is no tertiary institution that has a mascot. In the previous study, there was no study on mascot creation for universities. The purpose of
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Ariesta, Olvyanda. "PERANCANGAN MASKOT ISI PADANGPANJANG SEBAGAI MEDIA BRANDING." Jurnal Bahasa Rupa 3, no. 2 (2020): 104–16. http://dx.doi.org/10.31598/bahasarupa.v3i2.490.

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Branding activities carried out to provide an image to the public about a brand. As one of the tertiary institutions in Sumatra that specializes in arts education, the Indonesian Institute of Art (ISI) Padangpanjang does not have a brand identity that is able to reach the public effectively. This has caused a lack of relationship between the ISI Padangpanjang and the public. To build a strong institutional identity that easily touches the public emotionally, gives a feeling of being closer so as to foster public trust in the institution, a mascot of ISI Padangpanjang has been designed. In the
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Kongdee, Nop, Suparada Prapawong, and Manissaward Jintapitak. "The Designing of Institute’s Educational Mascots for Brand Identity." Advances in Science, Technology and Engineering Systems Journal 5, no. 6 (2020): 1759–77. http://dx.doi.org/10.25046/aj0506210.

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Trivedi, Jay. "Measuring the Comparative Efficacy of Endorsements by Celebrities Vis-à-vis Animated Mascots." Journal of Creative Communications 13, no. 2 (2018): 117–32. http://dx.doi.org/10.1177/0973258618761407.

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In a competitive market, the importance of effective communication cannot be undermined. It is very important to grab the eyeballs of existing and potential customers to succeed. Advertisers have tried innovative strategies like use of celebrity endorsements, animated characters and different appeals in advertising to woo the audience and to boost sales. In the present study, the researcher has explored the comparative effectiveness of celebrity and mascots in advertising and its impact on attitude towards the advertisement, attitude towards the brand and purchase intentions of Indian consumer
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Malik, Garima, and Abhinav Guptha. "Impact of Celebrity Endorsements and Brand Mascots on Consumer Buying Behavior." Journal of Global Marketing 27, no. 2 (2014): 128–43. http://dx.doi.org/10.1080/08911762.2013.864374.

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Dissertations / Theses on the topic "Brand mascots"

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Khogeer, Yusra Khalid. "Brand anthropomorphism : the literary lives of marketing mascots." Thesis, University of Liverpool, 2013. http://livrepository.liverpool.ac.uk/16193/.

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There is no end to the brands that lend themselves to anthropomorphic comparison. As an area under researched, the ultimate aim of this thesis is to improve our understanding of the phenomenon of brand anthropomorphism via focusing on one of the most prominent tactics currently being used by industry – the use of marketing mascots. This research begins by theoretically positioning the topic in a rich body of literature. Drawing on branding literature, the multidimensional nature of brands is explored as a starting point for understanding brand mascots. The fundamental theories referred to are
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Marques, André Gonçalo Ribeiro. "Um Bongo and sport: how can a brand communicate through its mascots." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10331.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics<br>The aim of this study is to analyze if young children (5 to 9 years old) are more aware and have more knowledge of brands that use mascots to communicate their products compared with brands that do not use mascots. Trade characters are useful to create awareness, and consumers that are able to establish empathy with a mascot will also have preference for the product with which the mascot is associated. The brand in which this study will
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Caufield, Kristopher. "Analyzing the effects of brand mascots on social media: Johnson City Power Board case study." Digital Commons @ East Tennessee State University, 2012. https://dc.etsu.edu/honors/40.

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This paper examines the effects of a brand character or mascot on the brand and social media interactions. A case study was conducted on the recent introduction of Johnson City Power Board's new mascot Will Power. Facebook statistics were used to determine the amount of interaction certain posts received on the Johnson City Power Board's Facebook Page. Will Power posts received more interactions than any other topic for the Power Board.
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Brownell, Taylor Reed. "The influence of brand-equity mascots used by U.S. food, beverage, and restaurant companies on the diet of American children and parents." Thesis, Virginia Tech, 2017. http://hdl.handle.net/10919/86359.

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Researchers have examined the influence of entertainment companies' licensed media characters on children's diet and health. Conversely, limited empirical research exists on how food, beverage and restaurant companies use brand mascots to influence the dietary preferences and choices of children and their parents. This M.S. thesis is comprised of two studies that address this knowledge gap. The first study conducted a nutrient-profile analysis of 20 food, beverage, and restaurant products that use brand mascot marketing to children, whose companies are members of the Children's Food and Bevera
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Lara, Jaramillo Jose Miguel. "La publicidad como estrategia y herramienta para incentivar el mercado cultural. Caso: Milco, brand mascot de Lima 2019, en el Museo Amano." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655077.

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El presente trabajo analiza las percepciones de especialistas en ciencias sociales sobre la brand mascot Milco en la exposición Cuchimilco, creada por el Museo Amano. Este personaje, al ser punto de conexión entre la publicidad y la difusión de patrimonio cultural, nos motivó a realizar un estudio de caso que reúne, analiza y contrasta las opiniones de expertos de reconocida trayectoria en el estudio de la sociedad y cultura peruana para reconocer el potencial de Milco como un reciente caso de publicidad excepcional frente a un contexto desfavorecedor para el desarrollo del sector cultural pe
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Jain, Ritesh. "The influence of anthropomorphic spokescharacters on consumers' recycling intentions." Thesis, Queensland University of Technology, 2021. https://eprints.qut.edu.au/208973/1/Ritesh_Jain_Thesis.pdf.

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Environmental communicators have been using different message strategies to encourage consumers to adopt sustainable behaviours. However, use of anthropomorphic spokescharacters as endorsers in environmental communication has not been researched before, which is surprising as these characters have been quite effective in commercial marketing. The findings of this research study revealed that using popular anthropomorphic spokescharacters such as Tony the Tiger can be an effective alternate strategy which environmental marketers can pursue. Since it is a new research area, future research direc
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D’Ugard, Liza Katherinne Milagros. "Uso de los personajes animados (Brand Mascots) en spots televisivos para posicionar a los productos de consumo masivos como parte de una dieta saludable en el público infantil. Caso: Zucaritas y Ángel." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2017. http://hdl.handle.net/10757/623355.

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Identificar el rol que cumple los Brand characters en los spots televisivos y cómo el uso de estos personajes animados, en concreto los non-celebrity spokes-characters o Brand Mascots, posicionan productos de consumo masivos, de pobre aporte nutricional, como parte de una dieta saludable.
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Белянський, О., та О. Казакова. "Особливості графічних характеристик рекламних персонажів в контексті впливу на споживача". Thesis, Київський національний університет технологій та дизайну, 2018. https://er.knutd.edu.ua/handle/123456789/10392.

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У дослідженні розглянуто особливості графічної побудови рекламних персонажів на прикладі найбільш популярних українських та зарубіжних брендів. Проаналізовано зв'язок між архетипом материнського бренду та візуальними характеристиками бренд-персонажа. Виявлено кореляцію між конкретними графічними рисами персонажа та їхнім впливом на ефективність просування бренда. Сформульовано рекомендації для дизайнерів щодо конструюванняефективного бренд-персонажа в залежності від особистості (архетипу) бренда.<br>The paper presents the results of analyzing visual characteristics of the most popular brand
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Guillen, Fischer María Alejandra, and León Claudia Alejandra Tellez. "Las acciones de social media marketing en Facebook e Instagram de las marcas de comida saludable para mascotas relacionado con el conocimiento." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653234.

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El presente estudio tiene como objetivo analizar las acciones de marketing dentro de las redes sociales del sector de comida para mascotas. De acuerdo con los referentes en el área, la aplicación de las acciones de marketing confirma que, a mayor uso de dichas acciones (interactividad, entretenimiento, riesgo percibido y tendencia) se obtiene el conocimiento de marca. Por tal motivo, se planteó conocer a mayor profundidad sobre el impacto de las acciones de marketing en redes sociales con relación al conocimiento de las marcas de la categoría de comida para mascotas. La investigación se realiz
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Silva, Tomás Correia da. "Mascots vs celebrities : attitudes towards the brand." Master's thesis, 2021. http://hdl.handle.net/10400.14/34899.

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This study explores various attitudes towards brands, enhanced by two different strategies of market approaches. Analysing and comparing mascots, as brand’s identification, and celebrities, as brand’s endorsement, it was possible to understand the impact on consumers’ affective response, related to these implementations. Firstly, based on theoretical background, presented by previous authors, it is explained where mascots and celebrities “fit” in a brand’s plans and what it generates, not only on the company side, but also on consumers’ perceptions. With this, it was developed a quantitative r
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Books on the topic "Brand mascots"

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Brand Mascots. Routledge, 2015.

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Brown, Stephen. Brand Mascots. Routledge, 2014. http://dx.doi.org/10.4324/9780203527757.

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Brown, Stephen, and Sharon Ponsonby-McCabe. Brand Mascots: Anthropomorphic Marketing. Taylor & Francis Group, 2014.

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Brown, Stephen, and Sharon Ponsonby-McCabe. Brand Mascots: And Other Marketing Animals. Taylor & Francis Group, 2014.

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Brown, Stephen, and Sharon Ponsonby-McCabe. Brand Mascots: And Other Marketing Animals. Taylor & Francis Group, 2014.

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Brown, Stephen, and Sharon Ponsonby-McCabe. Brand Mascots: And Other Marketing Animals. Taylor & Francis Group, 2014.

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Brown, Stephen, and Sharon Ponsonby-McCabe. Brand Mascots: And Other Marketing Animals. Taylor & Francis Group, 2014.

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Esmaeilpour, Fariba, and Mitra Shabani Nashtaee. Food Advertising and Childhood Obesity: Examining Food Type, Brand Mascot Physique, Health Message, and Media. Taylor & Francis Group, 2020.

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Esmaeilpour, Fariba, and Mitra Shabani Nashtaee. Food Advertising and Childhood Obesity: Examining Food Type, Brand Mascot Physique, Health Message, and Media. Taylor & Francis Group, 2020.

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Esmaeilpour, Fariba, and Mitra Shabani Nashtaee. Food Advertising and Childhood Obesity: Examining Food Type, Brand Mascot Physique, Health Message, and Media. Taylor & Francis Group, 2020.

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Book chapters on the topic "Brand mascots"

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Ditt, Cassie. "An Abstract – Spokescharacters, Advertising Icons, Brand Mascots, and Animal Ambassadors: Distinctions Amongst Brand Characters." In Creating Marketing Magic and Innovative Future Marketing Trends. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_26.

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Wandel, Tamara L. "Brand Anthropomorphism." In Driving Customer Appeal Through the Use of Emotional Branding. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2921-7.ch010.

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This chapter addresses brand anthropomorphism, in particular how sports mascots can be utilized on social media to increase emotional connectivity with fans and their affiliated teams. The history and role of mascots and present day usage encourages understanding of how narratives are a positive and promising tool for marketing communication professionals and those in the sports and entertainment industry. Interviews were conducted with personnel associated with mascots to gain insights into the concept of brand anthropomorphism. Also, an online survey was conducted on mascot brand attributes and results were presented. The ability to personify a brand has significant managerial implications, and this chapter demonstrates how social media platforms may drive brand loyalty.
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Bennett, David E., and Paula Thompson. "Part 2:Case Study Use of Anthropomorphic Brand Mascots for Student Motivation and Engagement: A Promotional Case Study With Pablo the Penguin at the University of Portsmouth Library." In Librarian as Communicator. Routledge, 2019. http://dx.doi.org/10.4324/9781315206875-9.

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"Innovation design & creative design Study on mascot design strategy of brands of happiness." In Innovation in Design, Communication and Engineering. CRC Press, 2015. http://dx.doi.org/10.1201/b18737-152.

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