Measuring the effect of brand mascots on customer perception and recognition: An application on M&Ms chocolate

Abstract

In the ever expanding world of competitive marketing, old tools have become redundant and made useless by the rapidly expanding world. Progress has forced many brands to come up with new and more effective tools to grab the customer’s attention and interest and to dominate their mind share, moreover the use of fictional characters or mascots in the design of the company logo and incorporated into the soul and identity of the brand, has been a very important tool used by marketing executives to gain an edge or an advantage over their competition. Within the reviewed literature marketers were found to believe that endorsement of brand mascot grabs more attention, appeal, and customer recall ability compared with when this method is not used. Marketers also suggest that a brand mascot causes the increasing of the credibility of claims about a product and increases the message memorabilia factor, which may offer a positive effect that could be generalized to the brand.