Mascot and Brand Sustainability in Pandemic Era: Systematic Literature Review

Cintya, Hedi Amelia Bella (2024) Mascot and Brand Sustainability in Pandemic Era: Systematic Literature Review. In: SCI 2022: International Conference on Sustainability in Creative Industries, 10-11 November 2022, Online Conference (In Collaboration with Universitas Ciputra).

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Abstract

Nowadays, A Mascot is widely used for various purposes, such as brand identity and promotion. Japan can be considered the most prosperous country in creating many iconic mascots that are proven popular and influential as place branding. The utilization of mascots for place branding is regarded as a common practice in Japan to the point that its prefectures and provincial policies have their own mascots. Furthermore, several cities in Indonesia, like Surabaya, Balikpapan, and Malang, also created city mascots that act as city icons and representatives. Other than Place Branding, mascots can be used for communication or events such as the Asian Games 2018, in which the mascot acts as its event branding and represents the eastern, central, and western regions of Indonesia. But are mascots still relevant in this pandemic era? The significance of the mascot's impact on brand sustainability in this pandemic era deserves to be questioned due to the drastic changes to all aspects of life that the pandemic brings. With the "new normal," most kinds of stuff are geared to be online instead of offline to avoid any physical interaction that can trigger the spread of the virus. In addition, user-friendly websites and applications are more in demand than before, and some are using mascots as an intermediary between the website and the user. Therefore, up-to-date research is needed to identify the connection between mascots and brand sustainability. The proposed study aims to summarize the literature on the development of the use of mascots for the past three years during the Covid-19 pandemic era (2020 – 2022). Conducted research will utilize the Systematic Literature Review method by assembling two research questions (RQ), 1) Are there any shift in the use and benefits of mascots to brand sustainability during the pandemic era? 2) How is the development of mascot research to date? Journals are collected based on journals indexed by Google Scholar, and the keywords used are mascot, brand, and pandemic. The final result of the study answered the two RQs in the form of mapping.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	N Fine Arts > NC Drawing Design Illustration
Divisions:	Faculty of Creative Industry > Department of Fashion and Lifestyle Product Design
Depositing User:	HEDI AMELIA BELLA CINTYA
Date Deposited:	13 May 2024 10:08
Last Modified:	13 May 2024 10:08
URI:	http://repository.ubaya.ac.id/id/eprint/46350

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