Mascot effect: Analysing brand character influence on purchase intentions in Thailand’s food market

Abstract

Introduction. The aim of this research was to examine the influence of brand mascots on consumer purchase intentions in the Thai food sector. The study integrated the Theory of Planned Behavior (TPB) with the construct of emotional engagement. Materials and methods. This study employed an empirical approach based on primary data collected through an online survey. The target population comprised consumers familiar with mascot-driven brands. 368 valid responses were obtained. Data were analyzed using confirmatory factor analysis and structural equation modeling to evaluate model fit. Results and discussion. The study’s respondents were primarily male (48.9%), within the 25–34 age bracket (31.3%), held a Bachelor’s degree (36.1%), and were self-employed (24.5%). This demographic profile reflects a young, economically active, and marketing-responsive consumer segment. All structural model fit indices demonstrated acceptable adequacy (e.g., CMIN/DF = 2.310), while reliability and validity metrics met the required thresholds, with the minimum Average Variance Extracted (AVE) = 0.548 and minimum Composite Reliability (CR) = 0.759, confirming strong measurement quality. The empirical results revealed that Emotional Connection (β = 0.489) was the strongest positive predictor of Purchase Intention, underscoring its pivotal role in consumer decision-making. In contrast, Attitude exerted a significant negative effect (β = –0.175), suggesting that rational evaluations alone may not always align with affective or behavioral outcomes. Furthermore, Emotional Connection significantly mediated the effects of Mascot Characteristics, Subjective Norm, and Perceived Behavioral Control, reinforcing its central role as an emotional bridge between perception and intention. These findings confirm that emotional engagement serves as a crucial determinant of consumer behavior, particularly in culturally expressive markets such as Thailand, where affective symbolism and brand storytelling strongly influence purchase motivation. Conclusions. The findings show that food brand mascots significantly influence consumer attitudes, intentions, and behavior. Emotional resonance, rather than purely cognitive evaluation, was found to drive purchase intention. Accordingly, marketers in the Thai food sector should develop mascots that convey authenticity, relatability, and emotional warmth aligned with consumer values and cultural expectations, thereby strengthening brand loyalty and long-term engagement.