Economics at your fingertips  

Slogan recall effects on marketplace behaviors: The roles of external search and brand assessment

Elten Briggs and Narayan Janakiraman

Journal of Business Research, 2017, vol. 80, issue C, 98-105

Abstract: This current study investigates the influence of advertising slogan recall on individuals' brand assessment, and relates these brand assessments to actual marketplace behaviors. The authors propose that the effectiveness of slogan recall will depend on whether individuals conduct an external information search or not. We test the hypotheses using a field study based on an actual advertising campaign implemented by a nonprofit organization, and a follow-up controlled experimental study. Findings support the notion that the influence of advertising slogan recall on brand assessment (i.e., the company-intended association and quality) is greater when individuals do not conduct external information search. Further, the research finds that brand perceptions mediate the influence of slogan recall on marketplace behaviors. The results imply that managers will receive greater returns on investments in advertising slogans when selling low involvement products rather than high involvement products.

Keywords: Slogan recall; Brand quality; Advertising effectiveness; Brand attitude; Cue utilization; Non profits (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3) Track citations by RSS feed

Downloads: (external link)
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

Page updated 2019-02-26
Handle: RePEc:eee:jbrese:v:80:y:2017:i:c:p:98-105