A conceptual framework for understanding brand connection to sport mascots
Bibliographic record
Abstract
Mascots play a crucial role as symbolic and promotional agents enhancing the fan experience and engagement. However, little is known about what aspect of a mascot makes it an effective agent for fans’ psychological connection with sport team brands. To address this gap, the authors propose a conceptual framework for understanding brand connection to Sport mascots (BCSM). The framework illustrates how unique attributes of anthropomorphic mascots influence sports fans’ psychological and behavioral responses and deepen their brand connection. The framework offers numerous opportunities for future research to develop theoretical foundations of sports fans’ brand connection and provides new insights into developing effective strategies for designing and promoting mascot brands.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.004 | 0.004 |
| Meta-epidemiology (narrow) | 0.001 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.001 |
| Bibliometrics | 0.006 | 0.004 |
| Science and technology studies | 0.002 | 0.013 |
| Scholarly communication | 0.006 | 0.007 |
| Open science | 0.002 | 0.003 |
| Research integrity | 0.003 | 0.003 |
| Insufficient payload (model declined to judge) | 0.004 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".