Title: Impact of brand mascot in advertising on brand image among Indian consumers

Authors: Siddharth Shriram Shimpi

Addresses: School of Retail Management, Symbiosis Skills and Open University, Pune, Maharashtra, India

Abstract: Using brand mascot to promote products was once a creative concept. Today, brand mascot has become commonplace. The present study explained and explored the impact of brand mascot in advertising on brand image among Indian consumers. A structured and un-disguised questionnaire was developed and used to collect the primary data from 576 respondents. Conceptual model was investigated by using structural equation modelling. Study delivered detailed insight on various elements used for analysis and revealed that brand mascot's attractiveness and brand mascot's trustworthiness influenced brand credibility and brand image. Further, study confirmed mediating role of brand credibility between brand mascot's attractiveness and brand mascot's trustworthiness on brand image.

Keywords: brand mascot; brand mascot's attractiveness; brand mascot's trustworthiness; brand credibility; brand image.

DOI: 10.1504/IJAMS.2021.119747

International Journal of Applied Management Science, 2021 Vol.13 No.4, pp.322 - 338

Received: 18 Aug 2018
Accepted: 20 Aug 2019
Published online: 20 Dec 2021 *

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