Ekonomi ve Yönetim Araştırmaları Dergisi

Yazarlar: Süleyman BARUTÇU, Deniz ÜNAL ADIGÜZEL

Konular:-

Anahtar Kelimeler:Cute Marketing,Brand Awareness,Brand Loyalty,Brand Attitudes,Mascots

Özet: Many research results showed that goods, services and/or trademark positioned as cute and identified with mascot have created more positive attitudes, especially for kids. However, in literature, it was not observed in a study on how university students are affected by cuteness and the use of mascot. In this study, the scope of cute marketing concepts, there have madecomparative studiesfor the determination the impacts of mascots on brand awareness, brand loyalty and brand attitudes and analysis the results changed whether mascot orwithout mascot. According to comparative descriptive research results conducted on 229 students at Pamukkale University, there are some differences on Turkcell, Worldcard and McDonald's positive brand awareness, brand loyalty and brand attitudes with mascot and without mascot. It is concluded that, within the framework of cute marketing concept and an effective mascot design, the companies would have a strong marketing and communication tool

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