TY - GEN
T1 - Mascot Endorsement Provoke the Audiences’ Engagement
AU - Kwok, Kevin Tsz Chun
AU - Ho, Amic G.
N1 - Publisher Copyright:
© 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.
PY - 2021
Y1 - 2021
N2 - Mascot endorsements are always applied in advertising to increase consumers’ interest in the products and brands. They have been investigated that are effective strategies to create positive impacts from a marketing perspective. However, there is limited understanding of why mascots can be so attractive and even influence consumers’ behaviours. Also, limited studies examine how mascots could enhance the audiences’ predilections in visual? Therefore, this study aimed to examine the reason mascot endorsement creates an attraction to the audiences and the types of attractive mascot. In order to achieve them, the literature review and a questionnaire are conducted. Based on the result of this study, the reason mascot endorsement creates attraction is examined. The primary criteria and type of appealing mascot design are also understood.
AB - Mascot endorsements are always applied in advertising to increase consumers’ interest in the products and brands. They have been investigated that are effective strategies to create positive impacts from a marketing perspective. However, there is limited understanding of why mascots can be so attractive and even influence consumers’ behaviours. Also, limited studies examine how mascots could enhance the audiences’ predilections in visual? Therefore, this study aimed to examine the reason mascot endorsement creates an attraction to the audiences and the types of attractive mascot. In order to achieve them, the literature review and a questionnaire are conducted. Based on the result of this study, the reason mascot endorsement creates attraction is examined. The primary criteria and type of appealing mascot design are also understood.
KW - Advertising & communication design
KW - Emotion & design
KW - Emotional attachment
KW - Mascot
KW - Mascot endorsement
UR - http://www.scopus.com/inward/record.url?scp=85112216402&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-80094-9_50
DO - 10.1007/978-3-030-80094-9_50
M3 - Conference contribution
AN - SCOPUS:85112216402
SN - 9783030800932
T3 - Lecture Notes in Networks and Systems
SP - 423
EP - 431
BT - Advances in Creativity, Innovation, Entrepreneurship and Communication of Design - Proceedings of the AHFE 2021 Virtual Conferences on Creativity, Innovation and Entrepreneurship, and Human Factors in Communication of Design, 2021
A2 - Markopoulos, Evangelos
A2 - Goonetilleke, Ravindra S.
A2 - Ho, Amic G.
A2 - Luximon, Yan
T2 - AHFE Conferences on Creativity, Innovation and Entrepreneurship, and Human Factors in Communication of Design, 2021
Y2 - 25 July 2021 through 29 July 2021
ER -