Article 2021 · 3 citations

The Effect of Anthropomorphic Mascot on The Purchasing Intention of Consumers: An Experimental Study

Abstract

Anthropomorphism, the process of attributing human physical or mental characteristics to living beings, such as plants and animals, and inanimate beings, such as objects, or events, is one of the most effective ways to connect consumers and businesses. Anthropomorphism creates an opportunity for consumers to identify themselves with businesses, products, or services. This study explores the effect of anthropomorphic mascots on the purchasing intention of consumers in an experimental layout. The study, for which data was collected through surveys, was conducted in Erzurum, Turkey. The study results conclude that the anthropomorphic mascot positively affects consumers' purchasing intention towards brands. In addition, brand image, brand value, identity, personality, experience, and engagement towards brands using anthropomorphic mascots positively affect purchasing intent.

Keywords

Animism Anthropomorphism Brand Mascot Purchasing Intention ANIMATED SPOKES-CHARACTERS BRAND EQUITY CHILDREN OWN

WoS Categories

Economics

Citation

Journal: SOSYOEKONOMI
Year: 2021
Volume: 29
Issue: 50
Pages: 229-254
ISSN: 1305-5577
DOI: 10.17233/sosyoekonomi.2021.04.11
WoS UID: WOS:000713637900011

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