Driving Customer Appeal Through the Use of Emotional Branding

Garg, Ruchi, Chhikara, Ritu, Panda, Tapan Kumar, Kataria, Aarti

IGI Global, 13 Sep 2017

They have personalities like people, which makes them reach consumers emotionally. The personification of brands is a form of anthropomorphism.
The history and role of mascots and present day usage encourages understanding of how narratives are a positive and promising tool for marketing communication professionals