Brand Anthropomorphism: Collegiate Mascots and Social Media

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Author(s): Tamara L. Wandel (University of Evansville, USA)
Copyright: 2018
Pages: 23
Source title: Driving Customer Appeal Through the Use of Emotional Branding
Source Author(s)/Editor(s): Ruchi Garg (BML Munjal University, India), Ritu Chhikara (BML Munjal University, India), Tapan Kumar Panda (BML Munjal University, India)and Aarti Kataria (Management Development Institute, India)
DOI: 10.4018/978-1-5225-2921-7.ch010

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

This chapter addresses brand anthropomorphism, in particular how sports mascots can be utilized on social media to increase emotional connectivity with fans and their affiliated teams. The history and role of mascots and present day usage encourages understanding of how narratives are a positive and promising tool for marketing communication professionals and those in the sports and entertainment industry. Interviews were conducted with personnel associated with mascots to gain insights into the concept of brand anthropomorphism. Also, an online survey was conducted on mascot brand attributes and results were presented. The ability to personify a brand has significant managerial implications, and this chapter demonstrates how social media platforms may drive brand loyalty.

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