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Impact of brand mascot in advertising on brand image among Indian consumers

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  • Siddharth Shriram Shimpi

Abstract

Using brand mascot to promote products was once a creative concept. Today, brand mascot has become commonplace. The present study explained and explored the impact of brand mascot in advertising on brand image among Indian consumers. A structured and un-disguised questionnaire was developed and used to collect the primary data from 576 respondents. Conceptual model was investigated by using structural equation modelling. Study delivered detailed insight on various elements used for analysis and revealed that brand mascot's attractiveness and brand mascot's trustworthiness influenced brand credibility and brand image. Further, study confirmed mediating role of brand credibility between brand mascot's attractiveness and brand mascot's trustworthiness on brand image.

Suggested Citation

  • Siddharth Shriram Shimpi, 2021. "Impact of brand mascot in advertising on brand image among Indian consumers," International Journal of Applied Management Science, Inderscience Enterprises Ltd, vol. 13(4), pages 322-338.
    • Handle: RePEc:ids:injams:v:13:y:2021:i:4:p:322-338
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