The influence of Butterbear mascot attractiveness on brand attitude

This research examines the influence of mascot’s perceived attractiveness on the brand attitude towards Butterbear. Data were collected via online survey from 220 male and female respondents (aged 18-26) residing in Bangkok, who had been exposed to content from Butterbear brand within the past three months. Overall, participants perceived Butterbear mascot as highly attractive (M = 4.39) and reported positive attitudes towards the Butterbear brand (M = 4.30). Furthermore, the findings revealed that all six dimensions underlying mascot attractiveness (Brand Impact, Brand Expertise, Mascot Uniqueness, Mascot Anthropomorphism, Mascot Intimacy, and Mascot Consistency) showed statistically significant correlations with the brand attitude. Nevertheless, multiple regression analysis showed that only three of them: Mascot Intimacy (β = .235), Mascot Consistency (β = .222), and Mascot Anthropomorphism (β = .193), exerted significant positive influence on consumers’ attitude towards the brand.