Brand mascots as organisational totems
Abstract:Drawing from ethnographic fieldwork in an Indian advertising agency, this paper demonstrates that brand mascots are more than advertising glitter designed to cajole consumers. When they become the basis for the collective rallying of organisational members who converge around a tangible manifestation of their firm's unique character, brand mascots operate as organisational totems, helping concretise and reproduce an organisation's identity in a foreign context.
Document Type: Research Article
Affiliations: Nanyang Business School, Singapore and Euromed Management, France
Publication date: January 1, 2013