Use of anthropomorphic brand mascots for student motivation and engagement: a promotional case study with Pablo the Penguin at the University of Portsmouth Library

David E. Bennett; Paula Thompson

doi:10.1080/13614533.2016.1162179

Use of anthropomorphic brand mascots for student motivation and engagement: a promotional case study with Pablo the Penguin at the University of Portsmouth Library

David E. Bennett, Paula Thompson

Research output: Contribution to journal › Article › peer-review

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Original language	English
Journal	New Review of Academic Librarianship
DOIs	https://doi.org/10.1080/13614533.2016.1162179
Publication status	Published - 10 Mar 2016
Externally published	Yes

Keywords

marketing
university libraries
anthropomorphism
mascots
branding

Access to Document

10.1080/13614533.2016.1162179

Bennett & Thompson (2016) corrected postscript
This is an Accepted Manuscript of an article published by Taylor & Francis in New Review of Academic Librarianship on 10 March 2016, available online: http://www.tandfonline.com/10.1080/13614533.2016.1162179.
Accepted author manuscript (Post-print), 10.9 MB

Cite this

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