Psychological Impact of a Brand Mascot in Customer’s Purchase Decision
Deepak Kochhar1, Pavitar Parkash Singh2

1Deepak Kochhar, Research Scholar, Lovely Professional University, (Punjab), India.
2Pavitar Parkash Singh, Professor Head, School of Journalism, Film Production and Creative Arts, Lovely Professional University, (Punjab), India.
Manuscript received on 03 May 2019 | Revised Manuscript received on 15 May 2019 | Manuscript Published on 23 May 2019 | PP: 265-268 | Volume-7 Issue-6S5 April 2019 | Retrieval Number: F10430476S519/2019©BEIESP
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Abstract: This research is based upon the use of mascots in advertising or promoting goods and services by various brands. The primary objective of the research is to appraise the contemporary situation of using animated mascots to influence the purchase decision of the buyer. Another focus is to analyse how an animated mascot can help to reduce costing of advertisement communication. This has been done through primary data collection through a structured questionnaire and secondary data analysation through study of various ad campaigns. Also, data is taken by studying the research papers, websites and articles based upon ad campaigns. The study targets at evaluating the brand ambassadors in moulding the procuring choice of buyers and finding the scope of using animated mascots with the hope to be advantageous as an orientation for explicit solicitation in the animation industry.
Keywords: Psychological Impact, Brand Mascots, Brand Spokes, Brand Identity, Brand Recall, Brand Recognition.
Scope of the Article: Decision Making