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Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. Featuring case studies and empirical analyses from around the world this book presents the latest thinking on beast-based brands. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community.
Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. Featuring case studies and empirical analyses from around the world this book presents the latest thinking on beast-based brands. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community.
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Stephen Brown is Professor of Marketing Research at the University of Ulster, Northern Ireland. Sharon Ponsonby-McCabe is a lecturer in marketing communication at the University of Ulster, Northern Ireland
Inhaltsangabe
1. Introduction - Mascot Mania: Monkeys, Meerkats, Martians and More ( Stephen Brown) Part I: Man 2. Objectification and Anthropomorphism of the Self: Self as Brand, Self as Avatar (Russell Belk) 3. 'What are You Looking at, Ya Hockey Puck?!': Anthropomorphising Brand Relationships in the Toy Story Trilogy (Clinton D. Lanier, Jr., Aubrey R. Fowler III and C. Scott Rader) 4. Cross Domain Perceptual Realities and Mickey Mouse (Mark Avis) 5. Morris the Cat, or the Wolf-man on the Upper West Side: Animal Metaphors and Me (Morris B. Holbrook) Part II: Beast 6.Feline Fetish and Marketplace Animism (Yuko Minowa) 7. Boudoirs, Cowdillacs and Rotolactors: A Salutary Tale of Elsie the Brand Mascot (Lorna Stevens, Pauline Maclaran and Matthew Kearney) 8. Peppa Piggy in the Middle of Marketers and Mashup Makers: A Netnography of Absurd Animation on YouTube (Catherine Wilkinson and Anthony Patterson) 9. Anthropomorphic Brand Presenters: The Appeal of Frank the Sheep (Alan Pomering and Maria Frostling-Henningsson) Part III: Wild 10. Spokes-Characters: Assurance, Insurance and Advice for Marketers (Barbara J. Phillips) 11. Schmoozy Fox: Standing Out from the Pack (Olga Slavkina and Adriana Campelo) 12. Only you can Prevent Brand Burnout: Cultural Branding and the Case of Smokey Bear (Diane M. Martin, Connie Bullis, Jack Tillotson and John W. Schouten) 13. Shooting the Elephant: Mascots and Me ( Modesty Forbids) Part IV: Cazy 14. Anthropogenic Anthropopathous Anthropomorphic USPTO Trademarks: The Plant People Phenomenon Model of Anthropomorphism (Beth Duffy) 15. He Who Must Not be Named: An Exploratory Study of Demonic Narratives in Contemporary Brands (Robin Croft) 16. The Smiling Faces of Capital and the Three Vortices of Hell (James Freund) 17. Coats of Arms: The Role of Animal Emblems in Contemporary Luxury and Fashion Industry (Marie-Cécile Cervellon) 18. Conclusion - The Cosmic Serpent Surrounds Us: Future Directions in Mascot Marketing (Sharon Ponsonby-McCabe)
1. Introduction - Mascot Mania: Monkeys, Meerkats, Martians and More ( Stephen Brown) Part I: Man 2. Objectification and Anthropomorphism of the Self: Self as Brand, Self as Avatar (Russell Belk) 3. 'What are You Looking at, Ya Hockey Puck?!': Anthropomorphising Brand Relationships in the Toy Story Trilogy (Clinton D. Lanier, Jr., Aubrey R. Fowler III and C. Scott Rader) 4. Cross Domain Perceptual Realities and Mickey Mouse (Mark Avis) 5. Morris the Cat, or the Wolf-man on the Upper West Side: Animal Metaphors and Me (Morris B. Holbrook) Part II: Beast 6.Feline Fetish and Marketplace Animism (Yuko Minowa) 7. Boudoirs, Cowdillacs and Rotolactors: A Salutary Tale of Elsie the Brand Mascot (Lorna Stevens, Pauline Maclaran and Matthew Kearney) 8. Peppa Piggy in the Middle of Marketers and Mashup Makers: A Netnography of Absurd Animation on YouTube (Catherine Wilkinson and Anthony Patterson) 9. Anthropomorphic Brand Presenters: The Appeal of Frank the Sheep (Alan Pomering and Maria Frostling-Henningsson) Part III: Wild 10. Spokes-Characters: Assurance, Insurance and Advice for Marketers (Barbara J. Phillips) 11. Schmoozy Fox: Standing Out from the Pack (Olga Slavkina and Adriana Campelo) 12. Only you can Prevent Brand Burnout: Cultural Branding and the Case of Smokey Bear (Diane M. Martin, Connie Bullis, Jack Tillotson and John W. Schouten) 13. Shooting the Elephant: Mascots and Me ( Modesty Forbids) Part IV: Cazy 14. Anthropogenic Anthropopathous Anthropomorphic USPTO Trademarks: The Plant People Phenomenon Model of Anthropomorphism (Beth Duffy) 15. He Who Must Not be Named: An Exploratory Study of Demonic Narratives in Contemporary Brands (Robin Croft) 16. The Smiling Faces of Capital and the Three Vortices of Hell (James Freund) 17. Coats of Arms: The Role of Animal Emblems in Contemporary Luxury and Fashion Industry (Marie-Cécile Cervellon) 18. Conclusion - The Cosmic Serpent Surrounds Us: Future Directions in Mascot Marketing (Sharon Ponsonby-McCabe)
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