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

DELİGÖZ K., ÜNAL S.

SOSYOEKONOMI, cilt.29, sa.50, ss.229-254, 2021 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 29 Sayı: 50
  • Basım Tarihi: 2021
  • Doi Numarası: 10.17233/sosyoekonomi.2021.04.11
  • Dergi Adı: SOSYOEKONOMI
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), TR DİZİN (ULAKBİM)
  • Sayfa Sayıları: ss.229-254
  • Anahtar Kelimeler: Animism, Anthropomorphism, Brand, Mascot, Purchasing Intention, ANIMATED SPOKES-CHARACTERS, BRAND EQUITY, CHILDREN, OWN
  • Atatürk Üniversitesi Adresli: Evet

Özet

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.