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Measuring the effect of brand mascots on customer perception and recognition: An application on M&Ms chocolate // GP // Dr. Yasser Tawfik (2018 - 2019)

By: Fares Fekri Aldaghstani 137581.
Contributor(s): Ibrahim Hassan Hassan 152995 | Ahmad Ali Mekkawi 154161 | Walid Ali Farouk 152823.
Material type: materialTypeLabelBookSeries: MANAGEMENT DISTINGUISHED PROJECTS 2018. Publisher: Giza : MSA, 2018Description: 109 P.Subject(s): Brand mascots -- Customer perception -- Customer recognition | Brand Mark -- EffectsDDC classification: 658.8 Online resources: FULL TEXT PRESS HERE Summary: 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.
List(s) this item appears in: Management Distinguished Graduation Projects Fall 2018 / 2019 | Management Distinguished Graduation Projects - Year 2017 / 2018
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Distinguished Graduation Projects Distinguished Graduation Projects Soft Copy located on library Cataloge GP334MGT2018 MKT (Browse shelf) Available 82008

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.

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