DO TAGLINES HAVE A POSITIVE IMPACT ON BUILDING THE BRAND PERCEPTION? A CASE STUDY ON KIT KAT

Farooq-E Azam Cheema (), Saba Rehman, Sayma Zia and Mustaghis Ur Rehman4
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Farooq-E Azam Cheema: Bahria University, Karachi
Saba Rehman: Bahria University, Karachi
Sayma Zia: Bahria University, Karach
Mustaghis Ur Rehman4: Bahria University, Karachi

IBT Journal of Business Studies (JBS), 2016, vol. 12, issue 1, 52-64

Abstract: Purpose This study, focusing on the relationship of tagline and brand image, finds the impact of the KitKat’s tagline on the product’s popularity.Methodology For the purpose, a correlational test and regression analysis have been conducted.The data was collected by preselected enumerator through shoppers’ intercepts method by collecting the responses of 378 consumers of KitKat.Findings Findings of the study suggest that taglines not only have strong impact on brand perception but they also help in creating strong brand associations.Kit Kat is a famous brand that has various attributes and has gained popularity among the customers not just because of its tagline but because of various other elements.Study has concluded that tagline of the brand has strong impact on building positive brand perception about Kit Kat.Practical Implictions This study contributes in knowledge development on brand management and it might be helpful to other companies in designing their products’ taglines around correct parameters.However, limitation of this research is that it is based on the respondents of one area of Karachi.Hence, results may differ if this study is conducted in wider geographical area with bigger sample size

Keywords: Brand perception; Brand Awareness; Brand positioning; Product Taglines (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:aib:ibtjbs:v:12:y:2016:i:1:p:52-64

DOI: 10.46745/ilma.ibtjbs.2016.121.5

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