Studying The Effective of Mascot Coco in Representing The Brand Personality of King Mongkut’s Institute of Technology Ladkrabang
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Abstract
The purpose of this research was to study the efficiency of the mascot, Coco, in representing the brand personality of King Mongkut’s Institute of Technology Ladkrabang. Using the brand archetypes personality approach, the researcher conducted a focus group interview with four key informants to determine the brand personality of King Mongkut’s Institute of Technology Ladkrabang. The researcher then used survey research to collect data from 463 respondents, comprising staff and students.
These are the results of studying the effectiveness of mascot Coco in representing six brand personalities of King Mongkut’s Institute of Technology Ladkrabang: Coco cannot represent the Sage personality (M = 3.14, S.D. = 1.15). Coco is effective in representing the Hero personality (M = 3.65, S.D. = 1.13). Coco cannot represent the Creator personality (M = 3.16, S.D. = 1.11). Coco is effective in representing the Caregiver personality (M = 3.62, S.D. = 1.16). Coco is effective in representing the Everyman personality (M = 3.7, S.D. = 1.06). Coco cannot represent the Rebel personality (M = 3.21, S.D. = 1.14).
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