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Does your mascot match your brand’s personality? An empirical study on how visual characteristics of a brand mascot can function as a tool for transmitting an archetypical brand personality.

Hoolwerff, D. van (2014) Does your mascot match your brand’s personality? An empirical study on how visual characteristics of a brand mascot can function as a tool for transmitting an archetypical brand personality.

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Abstract:Visual representation of a brand by using brand mascots is a technique which has been applied by organizations for many years. As the visual ‘ambassador’ of a brand, the mascot’s goal is to strengthen the brand identity. The visual properties which are translated by these mascots can cause the distinctiveness of a brand. This study examined the potential of a mascot to represent a specific brand identity through an archetypical personality. An online survey was used to measure the fit between physical and emotional characteristics of a mascot and brand personality archetypes. Results of this study implicate that each brand personality archetype has multiple emotional and/or physical characteristics which have a fit between the archetype and brand mascot. Guidelines for the proper interpretation of these characteristics are given and discrepancies between clusters of archetypes are discussed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/66053
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