 The Influence of Brand Effect on Slogan‘s MemorabilityPaulo Duarte Silveira and Paulo Bogas European Research Studies Journal, 2019, vol. XXII, issue 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. Keywords: Slogan; brand love; brand effect; brand recall; brand recognition. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxii:y:2019:i:4:p:88-100 Access Statistics for this article More articles in European Research Studies Journal from European Research Studies Journal |
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