The Role of Anthropomorphism in Brand Identity: How Young Adult Consumers Connect with Brand Mascots?

Sayri E. Colindres
Tyana Lange (Student Engagement, Enrollment & Marketing), Faculty Mentor

This study aims to investigate how anthropomorphism in brand mascots influences consumer engagement and brand perception among individuals aged 18 to 25. The research will assess the persuasive power of mascot-based marketing that uses anthropomorphism. This study will create a fictional brand with two marketing campaigns: the first utilizing a mascot and the second with no mascot. Then, survey participants’ emotional responses, their perception of the brand, and their willingness to purchase from the brand, based on which marketing campaigns they were exposed to. Afterwards, statistical analysis will be ran to compare the campaigns to eachother. In doing so, the study will expand existing research in consumer psychology and branding by assessing the hypothesis that brand mascots are an effective marketing strategy for an older demographic. This will generate a deeper understanding of how anthropomorphism influences consumers beyond childhood. 

Keywords: anthropomorphism, brand mascots, advertising mascots, consumer behavior, marketing, brand image, personification

Topic(s):Business Administration

Presentation Type: Oral Presentation

Session: TBA
Location: TBA
Time: TBA