Study of young consumers perception on mascot design characteristic with reference to indian food brand

Abstract

The instrument of brand mascot is widely used in modern marketing because of its effectiveness and ability to create the emotional attachment with customers A lot of studies aim to identify the influence of mascots on consumers in comparison with celebrities 8482 endorsers At the same time the aspect of mascots 8482 design characteristics has not received enough attention in the academic literature The current investigation addresses the question of how mascots 8482 design characteristics influenc