Abstract:

Feelings and perceptions of consumers stand out rather than product in marketting efforts that carrying out by brands recently. Thus, marketing communication and brand mascots which are a part of the brand has emerged as the most effective and creative assets due to appeal the target audiences’ emotions. In this study firstly we’ve discussed brand awareness (which is the first step of branding ) and literal background about mascot use. Afterward, we carried out a research aimed to measure effect of mascot use in creating awareness. We’ve realized that the previous studies carried out about relevant subject were only focused to children and university students. Since there is a generation in Turkey, which grows with brand mascots during the expansion of television use and high youth population; our research aimed to determine the effect of mascot use in brand awareness. We’ve analyzed the relationship between brand recognition, mascot use and brand recall to achieve our research’s aim. Having significant findings relating to the relationship between brand awareness and mascot use, the field research that carried out on 351 young consumers aged between 18 and 30 years old aimed to contribute to the limited literature about this topic.

Keywords: