Brand mascots in neuro marketing: Eye Tracking study

In the field of trade, where competition is increasing day by day, many companies from various sectors aim to increase their sales by creating brands. However, in order to create a brand, it is necessary to be particularly catchy and to affect the consumer emotionally. Mascots are one of the advertisements that can establish permanent and rapid communication between consumers and brands. A correctly positioned brand mascot that promotes the brand and can establish a direct relationship with the target audience will add value to the brand. Brand mascots are assigned as an element that ensures the brand to be friendly with the consumer by establishing a close communication with the consumer. Marketing researchers use the neuromarketing research method to more accurately understand the underlying causes of consumers' preferences and to create effective marketing strategies by starting from traditional marketing methods and turning to different methods. In this direction, brands have combined neuromarketing and mascots to determine the positive and negative contributions of brand mascots, change their content in line with these contributions, and develop new strategies, as in marketing activities, by combining neuromarketing and mascots with neuromarketing techniques to determine how consumers perceive mascots used in advertisements. . An experimental study was conducted using the Eye-Tracking method (Eye tracking), one of the neuromarketing methods, in order to determine the perceptions of consumers towards brand mascots used in television advertisements. By making the participants watch 5 brand mascot images of the determined brands, their Eye-Tracking outputs were analyzed, their reactions to the images of the brand mascots were examined and evaluations were made. It is thought that the thesis study titled "The Relationship of Brand Mascots as Remarkable Elements in Advertising Messages with Neuromarketing" will make significant contributions to the advertising and marketing literature in Turkey.