Mascots vs celebrities
: attitudes towards the brand

  • Tomás Correia da Silva (Student)

Student thesis: Master's Thesis


This study explores various attitudes towards brands, enhanced by two different strategies of market approaches. Analysing and comparing mascots, as brand’s identification, and celebrities, as brand’s endorsement, it was possible to understand the impact on consumers’ affective response, related to these implementations. Firstly, based on theoretical background, presented by previous authors, it is explained where mascots and celebrities “fit” in a brand’s plans and what it generates, not only on the company side, but also on consumers’ perceptions. With this, it was developed a quantitative research to investigate the different responses, by the audience. The majority of the results were clear and in congruence with past research, but there were some cases of inconclusion, or disagreement, related to the studied authors. In an overall evaluation, brand mascots and celebrity endorsements have different impacts on consumers. Therefore, managers and marketeers, should define their goals and comprehend how these strategies can help them. There were some limitations related to the data collected, from the surveys. Despite this, results could lead, future researchers, to better understand some topics, reinforce or counter argument them.
Date of Award5 Jul 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAna Filipa Côrte-real (Supervisor)


  • Brand mascots
  • Celebrity endorsements
  • Affective response
  • Identity mix
  • Marketing Mix
  • Response mix
  • Consumers response
  • Brand personification


  • Mestrado em Marketing

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