Fares Fekri Aldaghstani 137581 <br/><br/>
Measuring the effect of brand mascots on customer perception and recognition: An application on M&Ms  chocolate // GP // Dr. Yasser Tawfik (2018 - 2019) 

 - Giza :  MSA,  2018 
 - 109 P. 
 - MANAGEMENT DISTINGUISHED PROJECTS 2018 .
<br/><br/> In the ever expanding world of competitive marketing, old tools have become<br/>redundant and made useless by the rapidly expanding world. Progress has forced<br/>many brands to come up with new and more effective tools to grab the customer’s<br/>attention and interest and to dominate their mind share, moreover the use of<br/>fictional characters or mascots in the design of the company logo and incorporated<br/>into the soul and identity of the brand, has been a very important tool used by<br/>marketing executives to gain an edge or an advantage over their competition.<br/>Within the reviewed literature marketers were found to believe that endorsement of<br/>brand mascot grabs more attention, appeal, and customer recall ability compared<br/>with when this method is not used. Marketers also suggest that a brand mascot<br/>causes the increasing of the credibility of claims about a product and increases the<br/>message memorabilia factor, which may offer a positive effect that could be<br/>generalized to the brand. 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand mascots--Customer perception--Customer recognition<br/>Brand Mark--Effects
<br/><br/><label>Dewey Class. No.: </label>658.8