Mascots are popular way of promoting brands. A study was conducted in India compromising of 150 students to understand the spokes influence the way young consumers perceive products. Abased on the information collected, alternative spoke-mascot relationships have been tried out. Experiments confirm that effective mascots should consider the combinations of physical design elements, color, and cultural preferences of the targeted audience.
CITATION STYLE
Yadav, P., Bisoyi, D., & Chakrabarti, D. (2017). Spokes characters of mascot and young consumers’ perspective particular understanding. In Smart Innovation, Systems and Technologies (Vol. 66, pp. 903–912). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-981-10-3521-0_77
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