ABSTRACT

Most sport teams utilize mascots as a distinctive brand element to draw the attention of existing and potential fans and to deliver optimal fan experiences. We investigated the effects of anthropomorphic promotion using team mascots on the potential fans’ psychological and behavioral responses. We employed a 2 (figure: logo vs. mascot) × 2 (background color: cool vs. warm) between-subjects factorial design, using the Miami Marlins in the experimental scenario. After controlling for baseball involvement and brand familiarity, analysis of data obtained from 239 potential fans demonstrated the positive effect of anthropomorphic promotion using team mascots on participants’ psychological closeness and media consumption intentions. To explain the psychological mechanism of this effect, we tested and confirmed a causal model containing a sequential mediation (figure type → perceived anthropomorphism → psychological closeness → media consumption intentions), in conjunction with perceived loneliness.

摘要

大多数运动队都将吉祥物作为独特的品牌元素来吸引现有和潜在球迷的注意力，并提供最佳的球迷体验。我们调查了使用球队吉祥物进行拟人化推广对潜在球迷心理和行为反应的影响。我们采用 2（图：徽标与吉祥物）×2（背景颜色：冷色与暖色）主体间析因设计，在实验场景中使用迈阿密马林鱼队。在控制了棒球参与度和品牌熟悉度后，对从 239 名潜在球迷获得的数据进行的分析表明，使用球队吉祥物进行拟人化推广对参与者的心理亲近度和媒体消费意愿有积极影响。为了解释这种效应的心理机制，→感知拟人化→心理亲近→媒体消费意图），与感知孤独感相结合。