Syracuse

Olympic mascots and brand humanization : an exploratory study from the consumer's perception = Mascotes olímpicas e humanização da marca : um estudo exploratório a partir da percepçãodo consumidor / Claudio Fontes, Marluce Lodi

Fontes, Claudio | Lodi, Marluce

The purpose of this article is to analyze the Olympic mascots from 1972 to 2016 from the perspective of the consumer public to understand the effects of humanization of brands in the marketplace. The definitions and characteristics of the mascots as a marketing tool were researched, as well as the perceptions of consumers in today's world facing the Olympic prototypes.

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