Romantic Turmoil of a Brand Mascot: How Character Changes Influence Brand Attachment and Behavioural Responses?

Abstract

This study investigated the impact of the 7-ELEVEN brand mascot’s relationship change on consumers' emotional responses and brand-related behaviours. A survey was conducted with 325 regular customers, divided into informed and uninformed groups. Results showed that the informed group reported significantly higher scores on emotional responses, brand identification, loyalty, supportive behaviour, and attachment compared to the uninformed group, while brand personality showed no significant difference. These findings confirm the strategic value of anthropomorphised characters in brand communication and emotional marketing.