TY  - BOOK
AU  - Fares Fekri Aldaghstani 137581
AU  - Ibrahim Hassan Hassan 152995
AU  - Ahmad Ali Mekkawi 154161
AU  - Walid Ali Farouk 152823
TI  - Measuring the effect of brand mascots on customer perception and recognition: An application on M&Ms  chocolate // GP // Dr. Yasser Tawfik (2018 - 2019)
U1  - 658.8 
PY  - 2018///
CY  - Giza
PB  - MSA
KW  - Brand mascots
KW  - Customer perception
KW  - Customer recognition
KW  - Brand Mark
KW  - Effects
N2  - In the ever expanding world of competitive marketing, old tools have become
redundant and made useless by the rapidly expanding world. Progress has forced
many brands to come up with new and more effective tools to grab the customer’s
attention and interest and to dominate their mind share, moreover the use of
fictional characters or mascots in the design of the company logo and incorporated
into the soul and identity of the brand, has been a very important tool used by
marketing executives to gain an edge or an advantage over their competition.
Within the reviewed literature marketers were found to believe that endorsement of
brand mascot grabs more attention, appeal, and customer recall ability compared
with when this method is not used. Marketers also suggest that a brand mascot
causes the increasing of the credibility of claims about a product and increases the
message memorabilia factor, which may offer a positive effect that could be
generalized to the brand
UR  - https://goo.gl/1GjwMt
ER  -