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


DELİGÖZ K. , ÜNAL S.

SOSYOEKONOMI, vol.29, no.50, pp.229-254, 2021 (Journal Indexed in ESCI) identifier

  • Publication Type: Article / Article
  • Volume: 29 Issue: 50
  • Publication Date: 2021
  • Doi Number: 10.17233/sosyoekonomi.2021.04.11
  • Title of Journal : SOSYOEKONOMI
  • Page Numbers: pp.229-254
  • Keywords: Animism, Anthropomorphism, Brand, Mascot, Purchasing Intention, ANIMATED SPOKES-CHARACTERS, BRAND EQUITY, CHILDREN, OWN

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.