The Effect of Mascot on Consumer Behavior

Extended Abstract
 
Introduction: In the contemporary era, where competition in markets is ever-increasing and product differentiation is continually diminishing, brands are striving to develop innovative strategies to stand out and attract consumer attention. Among these strategies, the creation and utilization of mascots have proven to be an effective tool for building a strong corporate identity and distinguishing brands from competitors. Mascots, as visual and symbolic representations, play a crucial role in fostering emotional connections between brands and consumers. Such connections not only enhance brand loyalty but also influence consumer purchasing behavior. This study, conducted over a five-month period from May to September 2024, seeks to examine the impact of mascots on consumer behavior through a case study of the CheeToz brand, which is renowned for its iconic monkey mascot.
Methodology: The research adopts an exploratory mixed-methods approach, combining qualitative and quantitative methodologies to ensure a comprehensive understanding of the topic. In the qualitative phase, data were collected through in-depth interviews with two distinct groups: industry experts (including managers and marketing specialists from CheeToz) and customers (specifically adolescents and young adults, who represent the brand’s target audience). The sampling techniques differed for each group, with snowball sampling employed for the expert participants and purposive judgmental sampling for the customer group. The insights from the qualitative phase laid the groundwork for developing the quantitative phase of the study. For the quantitative phase, a structured questionnaire was designed and distributed among a larger sample of 254 participants, determined using structural equation modeling (SEM). The respondents were selected using a cluster sampling method to ensure representation across diverse demographic and geographic groups. The validity and reliability of the questionnaire were rigorously assessed. Convergent validity was used to evaluate construct validity, while reliability was measured through Cronbach’s alpha and composite reliability indices. Additionally, in the qualitative phase, Lincoln and Guba’s trustworthiness criteria were applied to ensure the credibility, transferability, dependability, and confirmability of the findings. The data from both phases were analyzed using SPSS and SmartPLS software, providing a robust and multidimensional perspective on the research questions.
Discussion and Results: The study identified four key dimensions of the CheeToz mascot that significantly influence consumer behavior: trustworthiness, visual appeal, deep emotional connection, and cultural alignment. These dimensions were found to play a pivotal role in shaping consumers’ perceptions of the brand and their subsequent behaviors. Trustworthiness reflects the reliability and authenticity conveyed by the mascot, instilling confidence in consumers about the brand’s values. Visual appeal pertains to the aesthetic qualities and design elements of the mascot, which captivate consumer attention and create a lasting impression. The deep emotional connection refers to the mascot’s ability to evoke positive emotions and resonate with consumers on a personal level, thereby enhancing engagement. Cultural alignment, meanwhile, highlights the importance of tailoring mascot attributes to reflect the cultural and social values of the target market, ensuring relatability and acceptance. The results of the study revealed that the CheeToz mascot has a significant positive impact on critical consumer behavior metrics, including repeat purchases, brand loyalty, and brand recall. For example, consumers who found the mascot visually appealing and culturally relatable were more likely to recall the brand during their purchasing decisions. Similarly, the mascot’s emotional resonance with consumers was directly linked to their willingness to remain loyal to the brand over time. These findings underscore the strategic importance of mascots in building strong brand-consumer relationships and fostering long-term customer retention. This research contributes to the existing literature by addressing a notable gap in the field. While previous studies have primarily focused on the design aspects of mascots or their application in Western markets, this study emphasizes the cultural and contextual factors that influence mascot effectiveness in non-Western settings, specifically in Iran. The Iranian market, characterized by its unique cultural dynamics and consumer preferences, offers a distinctive context for examining how mascots can be tailored to align with local values and traditions. The study’s innovation lies in its identification of culturally relevant dimensions of mascots, providing actionable insights for brands seeking to optimize their marketing strategies in similar markets.
Conclusion: The practical implications of the research are manifold. First, it is recommended that brands periodically update their mascot designs to reflect changing consumer preferences and market trends. By incorporating contemporary design elements and maintaining relevance, mascots can continue to captivate and engage audiences. Second, brands should ensure that their mascots resonate with diverse cultural contexts, especially in global or multicultural markets, by adapting their attributes and messaging to reflect local values. Third, creating compelling narratives around mascots can enhance their emotional appeal and strengthen their connection with consumers. These narratives can be effectively communicated through social media platforms, where mascots can serve as dynamic and interactive brand ambassadors. Fourth, integrating mascots into corporate social responsibility (CSR) initiatives can enhance brand image and foster positive consumer perceptions. Finally, leveraging mascots in the development of new products and promotional campaigns can further reinforce their role as integral elements of brand strategy. In conclusion, this research highlights the strategic potential of mascots in influencing consumer behavior and driving brand success. By identifying and emphasizing dimensions such as trustworthiness, visual appeal, emotional connection, and cultural alignment, the study provides a comprehensive framework for understanding and optimizing the role of mascots in marketing. For brands operating in culturally diverse markets, the findings offer valuable guidance on how to design and utilize mascots to enhance consumer engagement, foster brand loyalty, and achieve sustainable competitive advantage.