000			01855nam a22002537a 4500
999			_c14213 _d14213
003			OSt
005			20190307085112.0
008			190304b xxu||||| |||| 00| 0 eng d
040			_cMSA
082			_a658.8
100			_aFares Fekri Aldaghstani 137581
245			_aMeasuring the effect of brand mascots on customer perception and recognition: An application on M&Ms chocolate // GP // Dr. Yasser Tawfik (2018 - 2019)
260			_aGiza : _bMSA, _c2018
300			_a109 P.
440			_aMANAGEMENT DISTINGUISHED PROJECTS 2018
520			_aIn 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.
650			_aBrand mascots _xCustomer perception _xCustomer recognition
650			_aBrand Mark _xEffects
700			_aIbrahim Hassan Hassan 152995
700			_aAhmad Ali Mekkawi 154161
700			_aWalid Ali Farouk 152823
856			_uhttps://goo.gl/1GjwMt _zFULL TEXT PRESS HERE
942			_2ddc _cD.GP