Anthropomorphic animal mascots in advertising - how do consumers respond?

This research investigates how consumers respond to anthropomorphic portrayals of animal mascots in marketing. This is the first study that empirically examines responses to anthropomorphic animal imagery, and provides insights into how and why people might respond more favourably to anthropomorphic portrayals of animals compared with non-anthropomorphic portrayals of animals.

Updated: 09/02/2017
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Views: 18,175

Strategy process in the creative industries

Joseph Lampel, is Professor of Strategy at, and one of the "leading stars" of, Cass Business School. Senior Lecturer in Information and Knowledge Management. This is a video Q and A with Professor Joe Lampel conducted by Dr Ajay Bhalla. Both are Cass Experts. Included is the transcript and a summary of the key points.

Updated: 20/02/2012
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Views: 23,607

Cass talks: the role of social media in social change

Clive Holtham, Professor of Information Management and Director, Cass Learning Laboratory, discusses the role of social media in social change in this week's Cass Talks.

Updated: 22/09/2011
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Views: 6,072

Confused about your brand? You might not be but your consumers certainly are...

Consumer confusion is a strange phenomenon within the business world, and Vincent-Wayne Mitchell, Professor of Consumer Marketing at Cass Business School, is the "absolute authority" on the subject. This is a video Q and A with Vincent Mitchell conducted by Caroline Wiertz. Both are Cass Experts. Included is the transcript and a summary of the key points.

Updated: 21/10/2011
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Views: 28,268