An Analysis of Olympic Mascot Design Toward Attitude and Purchase Intention

Abstract

Olympic mascots are important marketing tools for the Olympic Games, as they can communicate the meaning of the games. However, there is limited understanding on how to effectively design Olympic mascots as a marketing communication tool. This study focused on understanding how design elements of Olympic mascots influence fans’ perceptions, attitude, and purchase intention. An online experiment, featured in a 2 (design types: anthropomorphic animal, abstract) × 2 (Olympic brand cues: presence, absence) mixed subject design, was conducted. The results showed that animal mascots received significantly higher ratings than abstract mascots in terms of design perception, attitude, and purchase intention. This study demonstrates how the visual design of Olympic mascots influences consumer perception, attitude, and behavior. Our research has bridged this gap by exploring the effects of Olympic mascot design and Olympic symbols as an important marketing communication tool.