A STUDY ON THE FACTORS THAT MAKE UP A SUCCESSFUL FAST-FOOD BRAND MASCOT
Conference proceedings article
Authors/Editors
Strategic Research Themes
Publication Details
Author list: Moonjong Cheon and Chokeanand Bussracumpakorn
Publication year: 2022
Volume number: 4
Start page: 1
End page: 12
Number of pages: 12
URL: https://drive.google.com/file/d/1KF7x2gg__B9I5B5GQStjXJ5nB9Eypv7Z/view
Languages: English-United States (EN-US)
Abstract
Brand mascots are used in commercial and non-commercial industries as an effective brand communication tool, and many academic studies and industry reviews have found that the use of brand mascots has a positive effect on brand promotion, product sales and increasing customer intimacy. While there are successful brand mascots that have increased such perceived brand value successful, it is also true that there are brand mascots that have created a negative perception. The fast-food industry is no exception. Some fast-food brand mascots are loved by their customers, such as Colonel Sanders of KFC and Ronald McDonald of McDonald's, but others such as Quiznos' Spongmonkeys get a negative reaction. This study investigated customers' preference on design factors of fast-food brand mascots by a quantitative survey which was conducted online among 153 male and female in their 20s living in Bangkok and summarized the brand mascot design factors that could bring positive and negative results. As a result, the study introduced a brand mascot design canvas which can be used for designers as the design guidelines to create a fast-food brand mascot loved by customers and suggested an effective promotional method using a brand mascot to the owner of a fast-food restaurant
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