Brand, Identity and Reputation: Exploring, Creating New Realities ...

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Mascots Design Characteristics and Gender: Recognition more than Affection makes the Difference Ana Côrte-Real, Catholic University, Porto Introduction This paper aims to increase the understanding of the impact of the children´s gender on the children´s attitudes toward brand mascots. Past research of children´s marketing strategies shows that children gender is very prevalent, yet the potential impact of the gender on children´s attitudes toward brands has received very little attention. To address this gap in the literature, this paper develops a conceptual framework based on a synthesis of developmental psychology and brand mascots literature, to understand to what extent children´s gender causes different levels of mascot´s recognition and affection. It is found based on HOMALS analysis, that the different design characteristics associated with the universal design principles (abstraction, figurativity, symmetric, asymmetric, round and angular forms) stimulated different levels of recognition and affection; and that recognition is more discriminating than the affection, regarding gender´s responses. Model Considering that the mascot is one of the most relevant brand signs in the children‘s segment, it seems crucial to understand what type of attitudes children establish with the different typologies of mascots associated to different design characteristics. The model presented has the individual as the analysis unit, which determine the low number of highly explainable variables. This perspective allows that the future results are to be determined by variables controlled in the investigation. Method The paradigm of the investigation was predominantly positivist, intending a uniformity of relations between the form of the behaviour and its meaning, so as to allow an adequate operationalisation of the variables, objectivity, replicability e causality (Bryman, 1984; Erickson, 1986). In this study, we applied a highly frequent method in the domain of the experimental aesthetics, where the main empirical studies on design appear. Henderson and Cote (1998), also applied this method in the study carried out on the selection and modification of logos, thus validating its use on the domain of the strategies of the brand signs. Independent Variables In order to select the design characteristics, in a first stage, the study was based on the characteristics analysed in the investigation of Henderson and Cote (1998): natural, representative, organic, harmonious, balanced, symmetric, elaborated, complex, active, depth, parallel, repetition, proportion and round. So as to avoid an experimental device excessively complex, the graphic dimensions based on the contradictory binary relations were reduced. According to the logic construction of semantic categories and of the structural semiotics (Floch, 1989), three semantic categories were created: abstract vs figurative; symmetric vs asymmetric and round vs angular. On the conceptual point of view, the semantic categories allow the comparison of two comparable terms, ensuring the exactness of the analysis. On the experimental point of view, they allow the definition of the stimuli and the verification of its relevancy on the recognition level (short and long term) (Floch, 1989, 2002). Dependent Variables: Attitude Attitude appears in several studies as a central variable of various models of consumer behaviour. However, defining and evaluating attitudes implies an approach with several perspectives. To some authors, attitudes are seen with affect, measured from indicators of emotions and attitudes (Cohen & Areni, 1991). Other authors, with a more limited perspective, define attitudes as judgements, positive or negative evaluations of a specified object; Some don‘t even differentiate affect from judgement (Eagly & Chaiken, 1993); Another group of authors defines attitude based on two dimensions, the affectiveate and the cognitive. In this research, the cognitive dimension will be evaluated according to the recognition indicator; the affect dimension will be evaluated based on a facial scale applied by Mizerski (1995). Methodology The sample consists in 575 children, 51% boys and 49% girls divided by the four years of primary school (25% children from the 1st year, 6 years old, 24% seven years old from second year pupils, 27% 8 years old from the 3 rd year and 24% 9 years old from the 4 th year ). According to the number of stimuli and of the variables, and according to studies already carried out in the scope of the experimental aesthetic, we made use of the definition of the multiple samples, each one to test each mascot. Experimental support The effort of neutralisation of the effect history has limited us to the creation of fictitious mascots, as each prototype is associated with a certain factor of memorisation and affective. Furthermore, to each of the experimental groups, only one stimulus was presented, in order to avoid the effects of learning. Procedure The data collection was carried out for three months by a team of graduates supervised by the researcher. They were trained in the interview techniques and in the ethical principles inherent to investigation before children, and they were not aware of the propositions of the investigation. Every child was interviewed individually.. After a short warm up conversation, an A4 size card was shown with six images of mascots. Of the six mascots, only one concerned the object of the study. Each child looked for 4 seconds to the card. After, a 15-minute entertainment activity was held. After this period, a new card was shown with 6 mascots, in which the mascot under study was repeated and five new mascots were added. At this moment, each child was 282
asked ―did you see any of these cartoons in the previous card?‖. This process allows for an immediate measure of recognition. After a week, a new card was shown, keeping the mascot under study and adding 5 other entertainment mascots. At this moment, each child was asked ―last week, did you see any of these cartoons?‖. This process has provided us with the data for the long-term recognition. In order to test de affection, it was presented to each child a A4 size card with one mascot and the facial scale applied by Mizerski (1995) with four levels. Results The data analysis proceeds in two steps. The first one investigates the direct impact of the mascot‘s design characteristics on the recognition and affection level among the children. This evaluation starts with the performance of chi-square independence test that confirms (1) the existence of significant dependence relationship between the short term and long term recognition; (2) short term recognition and the type of the stimulus; (3) long term recognition and school grade; (4) affection and the type of the stimulus; (5) affection and school grade. The nature of these relations was than identified and described through the application of a homogeneity analysis (HOMALS 7 ). In the second analytical step a cluster analysis were applied to validate the HOMALS results and also to define groups of children considering their affection and recognition answer to the different type of mascot‘s design characteristics. With regard to affection, we can conclude based on the perceptual map, that the first dimension distinguishes essentially the preference levels associated with years of schooling; while the second dimension, the main difference found between preference levels are associated with the type of mascot. That is, no significant differences between boys and girls. With regard to recognition, dimension 1of the perceptual map essentially distinguishes levels of recognition associated with the different type of stimulus; dimension 2, distinguishes the gender and the type of stimulus. In this perspective we can assume that the children´s gender impact is more evident at the mascot´s recognition level than at mascot´s affection answer. Study contributions and future research At the level of the fundamental investigation, the study intends to improve the knowledge of mascots within the context of management and brand communication. Considering that the mascot is one of the brand signs more frequently used in the children‘s segment, the creation of a typology will be a strong contribution to its analysis and definition. On the other hand, given that companies make significant investments in an effort to reach children with various brand tactics, understanding the type of answers regarding children´s gender may help marketing managers reach young consumers more effectively. A conceptual framework, such as the one presented in this paper, poses rich opportunities for future research. One starting point is to replicate the empirical findings of this study to provide further support for the framework. Certainly the moderation effect of gender answers deserves further attention. Another issue may be that the manipulations of mascot´s design characteristics could be not strong enough to evoke children´s gender schemas when processing the brand mascots. Then, the design characteristics of the mascots could be different and it is important to discover if the results became the same. Future research is also needed to examine the relationship between gender and age. This research was limited to a very narrow range of ages. Analysing the results for different age groups will provide critical information for practitioners in the development of children´s brand mascots. Bibliography Bagozzi, R. , Gopinath, M. Nyer, P. U. (1999). The role of emotions in marketing. Academy of Marketing Science. Journal, 27 (2), 184-206. Bryman, A (1984). The debate about quantitative and qualitative research: a question of method or epistemology? British Journal of Sociology, 35 (1), p. 75.92. Bryman, A. (2008). Of Methods and methodology. Qualitative Research in Organizations and Management. Vol. 3, Iss. 2, p. 159-168 Clausen, s. (1998) Applied correspondence analysis: An Introduction, Sage University Papers on Quantitative Applications in the Social Sciences, Thousand Oaks, CA: Sage Coehen, D. (1986). Trademark Strategy. Journal of Marketing, 50 (April), 61-74. Coehen, L. & Manion, L, (1994), Research Methods in Education, 4 th Edition, London Routledge. Eagly A.H et Chaiken S.(1993), The Psychology of attitudes. Forth Worth, Harcourt Brace Jovanovitch. Erickson, F. (1986). Qualitative Methods in research on teaching. Handbook of research on teaching, Nova Iorque, Macmillan. Geer, J. (1993) Multivariate analysis of categorical data: Applications, Sage Publications, England Henderson, P. W. et Cote, J. A. (1998). Guidelines for Selecting or Modifying Logos. Journal of Marketing, April (62), 14-30. Lans, R.V. et all (2009). Cross-National Logo Evaluation Analysis: An Individual-Level Approach. Marketing Science. Vol. 28, Iss. 5, p. 968-985,1002-1006. Macklin, M. (1986). Preschoolers‘ Understanding of the Informational Function of Television Advertising. Journal of Marketing Research, Vol. 14, September , 229-239 Macklin, M. (1994). The impact of audiovisual information on children‘s product-related recall. Journal of Consumer research, 21 (June), 154-164. Macklin, M. (1996). Pre-schooler learning of brand names from visual cues. Journal of consumer Research, 23, p. 251-261. Mizerski, R. (1995). The Relationship Between Cartoon Trade Character Recognition and attitude Toward Product category in Young Children. Journal of Marketing, (59), 58-70. 7 Homals is a technique developed by American researchers of the University of Leiden, in the early years of the 1990s. The goal of this tool is to analyze the relationships between the categories of a set of nominal variables. Through the application of a mathematical algorithm, HOMALS transforms the input categorical data so that an optimal quantification is attributed to each category (named the category quantification) and te each individual observation (named the object score). A fundamental characteristic oh HOMALS is that it allows to present the results geometrically, that is, as points within a low-dimensional space denominated perceptual map (Clausen, 1998; Geer, 1993) 283
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Multiple Dimensions of Brand Identi
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CSR are the ideals and ethics of co
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Corporate Brand Identity Management
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Antecedents And Consequences Of Bra
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22. Gurviez, P., and Korchia, M. (2
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Non-monetary factors, such as effor
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23. Holbrook, M.B. (2006). Consumpt
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Brand Extensions and Culture: The I
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avoidance tend to prefer more infor
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Virtual Internal Brand Communities:
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References 1. Algesheimer, R., Dhol
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associations based on their percept
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shift in the psychological contract
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10. Berthon, P., Ewing, M., & Hah,
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Session 2.1 Global Brand Relationsh
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G. Brand Personality Excitement Hon
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The Impact of Relationship Marketin
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‗United 2010-one for all, all for
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Brand Equity Trends in Top Global B
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Uncovering ‗Meanings‘ through A
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45. Melewar, T.C. and Saunders, J.
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Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
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References 1. Aaker, D. (1991). Man
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Simon Cowell and Branding the X Fac
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Dead or Living: Which Celebrity To
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Reference 1. Bagozzi, R.P. & Yi, Y.
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has been adopted and within this an
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Organizational Factors Contributing
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examine and reconcile existing lite
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Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
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For indicating brand equity, one of
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Financial Brand Valuation: an exper
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Figure 1 Religiously Motivated Cons
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I Don‘t Like It! - Understanding
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Session 3.2 Advertising Agency Empl
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applications of the Repertory Test
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The Life Cycle of Mavens Lynne Free
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Exploring the relationship between
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internal branding process. Internal
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proper branding strategy. With the
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Profiling the Image of Urban Busine
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Finally, the paper confirms the cau
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Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Figure 5 - Main attributes of a gol
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Empirical Studies For both studies,
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Figure 2: Perception of the City of
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Co-branding places? Andrea Lucarell
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12. Lucarelli, A., & Berg, P. O. (2
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the place brands, as has been showe
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Session 3.4 Innovation and Entrepre
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The interviews were conducted in th
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Country-of-Origin Effects on Brand
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7. Kaynak, E., Kucukemiroglu, O. &
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Results The demographic profile ind
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use games consoles (Childwise, 2001
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Plenary Session 2 Brand Performance
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Uncles, M.D. & Kwok, S. (2008). Gen
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Brand Management Framework Empirica
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Coneptualising Branding in Indian P
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characteristics could be zeroed upo
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Concentrating on the actual practic
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ooking attractive in greater detail
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Session 7.2 Brand Personification a
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Importance of Country Image to Mega
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Table 1: Evaluative Responses for t
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To be Similar or Unique? Implicatio
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Brown, T. J., Dacin, P. A., Pratt,
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A brand-driven strategy oriented to
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Rheingold, H. (1993). The Virtual C
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A Framework for Public Sector Brand
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Conclusion Public sector organisati
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A strategic investigation into the
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There are also some changes in term
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Brand Hypocrisy Sanne Frandsen, Cop
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Table 1: Empirical Findings Theory
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Brand Governance in Social Networki
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Determinants Brand Orientation Va
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When Individual Experience becomes
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Impact of Storytelling on Consumer
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The Role of Communication in Establ
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Culture‘s Influence on Consumer P
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+ Top-Down Dynamic between Luxury F
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Analysis and results We assessed th
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An Exploration of Own Brand Retaile
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11. ETI 2010. Ethical Trading Initi
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When investigating unique significa
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Session 8.2 Closing the Gaps - the
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accomplishing reality rather than d
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Reddy, 1998, p.40). As a result, br
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Figure 2: Doves Real Beauty Billboa
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Literature review, as a complete re
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Page 263 and 264: Introduction Reputation and Financi
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