The success of mascot margeting of butterbear

Abstract

This research investigates the success of mascot marketing through the case study of Butterbear, the mascot of a dessert brand in Thailand. By leveraging a playful and nostalgic character, Butterbear has successfully increased brand awareness and customer engagement since its launch in June 2023. The study examines how Butterbear's visual appeal, emotional resonance, and strategic use of social media, particularly platforms like TikTok and Instagram, contribute to building a strong brand persona. The research uses the Elaboration Likelihood Model (ELM) to explore the dual routes of persuasion—central and peripheral—that Butterbear employs to attract a diverse fan base. The mascot's visual charm engages consumers on a peripheral level, while deeper narrative elements encourage cognitive engagement, fostering long-term loyalty. Additionally, the research applies the Narrative Transportation Theory to highlight how Butterbear's storytelling, themed events, and viral content deeply connect with audiences, creating immersive brand experiences. Using qualitative research methods, including interviews with customers and observations at physical store locations, the study explores the emotional and behavioral impact of Butterbear on consumer interactions. The findings indicate that Butterbear enhances perceived brand quality and loyalty through its ability to evoke positive emotional connections, further solidified by customer-generated content and ongoing social media engagement. The research concludes with actionable insights for businesses aiming to implement successful mascot marketing strategies. By understanding the emotional and cognitive impact of mascots like Butterbear, brands can foster deeper connections with consumers and drive sustained brand engagement and loyalty.