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How to create an influential anthropomorphic mascot: Literary musings on marketing, make-believe, and meerkats

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Standard

How to create an influential anthropomorphic mascot: Literary musings on marketing, make-believe, and meerkats. / Patterson, Anthony; Khogeer, Yusra; Hodgson, Julia.
In: Journal of Marketing Management, Vol. 29, No. 1-2, 01.01.2013, p. 69-85.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Patterson, A, Khogeer, Y & Hodgson, J 2013, 'How to create an influential anthropomorphic mascot: Literary musings on marketing, make-believe, and meerkats', Journal of Marketing Management, vol. 29, no. 1-2, pp. 69-85. https://doi.org/10.1080/0267257x.2012.759992

APA

Patterson, A., Khogeer, Y., & Hodgson, J. (2013). How to create an influential anthropomorphic mascot: Literary musings on marketing, make-believe, and meerkats. Journal of Marketing Management, 29(1-2), 69-85. https://doi.org/10.1080/0267257x.2012.759992

Vancouver

Patterson A, Khogeer Y, Hodgson J. How to create an influential anthropomorphic mascot: Literary musings on marketing, make-believe, and meerkats. Journal of Marketing Management. 2013 Jan 1;29(1-2):69-85. doi: 10.1080/0267257x.2012.759992

Author

Patterson, Anthony ; Khogeer, Yusra ; Hodgson, Julia. / How to create an influential anthropomorphic mascot : Literary musings on marketing, make-believe, and meerkats. In: Journal of Marketing Management. 2013 ; Vol. 29, No. 1-2. pp. 69-85.

Bibtex

@article{b9c3033c0e784b5db62a1ad915e5b23c,
title = "How to create an influential anthropomorphic mascot: Literary musings on marketing, make-believe, and meerkats",
abstract = "Not long ago, Compare the Market, a UK-based online aggregator of car insurance quotes, had little distinctive presence in the marketplace. Yet the company's fortunes have been radically transformed since the launch in early 2009 of its award-winning marketing campaign, {\textquoteleft}Compare the Meerkat{\textquoteright}, fronted by the much-loved anthropomorphic mascot, Aleksandr Orlov. This paper utilises literary insights to explain the peculiar piquancy of this popular anthropomorphic marketing campaign. To establish its consumer appeal, we conduct a literary exploration of the rich, textured experience of Aleksandr Orlov's imaginary world. In doing so, we postulate that the triumph of the campaign lies in its, albeit inadvertent, amalgamation of three literary genres: Russian literature, comedy literature, and adventure literature.",
author = "Anthony Patterson and Yusra Khogeer and Julia Hodgson",
year = "2013",
month = jan,
day = "1",
doi = "10.1080/0267257x.2012.759992",
language = "English",
volume = "29",
pages = "69--85",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Routledge",
number = "1-2",

}

RIS

TY - JOUR

T1 - How to create an influential anthropomorphic mascot

T2 - Literary musings on marketing, make-believe, and meerkats

AU - Patterson, Anthony

AU - Khogeer, Yusra

AU - Hodgson, Julia

PY - 2013/1/1

Y1 - 2013/1/1

N2 - Not long ago, Compare the Market, a UK-based online aggregator of car insurance quotes, had little distinctive presence in the marketplace. Yet the company's fortunes have been radically transformed since the launch in early 2009 of its award-winning marketing campaign, ‘Compare the Meerkat’, fronted by the much-loved anthropomorphic mascot, Aleksandr Orlov. This paper utilises literary insights to explain the peculiar piquancy of this popular anthropomorphic marketing campaign. To establish its consumer appeal, we conduct a literary exploration of the rich, textured experience of Aleksandr Orlov's imaginary world. In doing so, we postulate that the triumph of the campaign lies in its, albeit inadvertent, amalgamation of three literary genres: Russian literature, comedy literature, and adventure literature.

AB - Not long ago, Compare the Market, a UK-based online aggregator of car insurance quotes, had little distinctive presence in the marketplace. Yet the company's fortunes have been radically transformed since the launch in early 2009 of its award-winning marketing campaign, ‘Compare the Meerkat’, fronted by the much-loved anthropomorphic mascot, Aleksandr Orlov. This paper utilises literary insights to explain the peculiar piquancy of this popular anthropomorphic marketing campaign. To establish its consumer appeal, we conduct a literary exploration of the rich, textured experience of Aleksandr Orlov's imaginary world. In doing so, we postulate that the triumph of the campaign lies in its, albeit inadvertent, amalgamation of three literary genres: Russian literature, comedy literature, and adventure literature.

U2 - 10.1080/0267257x.2012.759992

DO - 10.1080/0267257x.2012.759992

M3 - Journal article

VL - 29

SP - 69

EP - 85

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 1-2

ER -