Please use this identifier to cite or link to this item: https://www.um.edu.mt/library/oar/handle/123456789/50812
Title: The influence of brand effect on slogan‘s memorability
Authors: Duarte Silveira, Paulo
Bogas, Paulo
Keywords: Branding (Marketing)
Slogans
Customer relations
Issue Date: 2019
Publisher: University of Piraeus. International Strategic Management Association
Citation: Duarte Silveira, P., & Bogas, P. (2019). The influence of brand effect on slogan‘s memorability. European Research Studies Journal, 22(4), 88-100.
Abstract: Purpose: The main aim of this article is to examine the influence of consumers’ brand effect on their ability to remember brand slogans. Design/Methodology/Approach: An empirical quantitative study was carried out via an online questionnaire, analyzing 370 real costumers of three telecom B2C service providers in Portugal. Findings: The results tend to indicate to not corroborate the positive influence of brand effect on brand slogan memorability. However, it was also found evidence to raise doubts on the absence of the relationships, since some components of brand effect had a positive impact on slogan recognition in some of the brands studied. Practical implications: Brands might consider focusing on other dimensions besides brand effect, if their aim is to increase brand and slogan awareness. However, since some contradictory results were verified, managers should not view that implication as a golden rule for management and branding decisions. Originality/Value: The main contribution of this study is to shed a light on a relation not yet sufficiently explored in previous studies related to slogan’s effectiveness.
URI: https://www.um.edu.mt/library/oar/handle/123456789/50812
ISSN: 11082976
Appears in Collections:European Research Studies Journal, Volume 22, Issue 4

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