A study of the antecedents of slogan liking

Mayukh Dass, Chiranjeev Kohli, Piyush Kumar, Sunil Thomas

Research output: Contribution to journalArticlepeer-review

12 Scopus citations

Abstract

A slogan is an integral component of a brand's advertising platform that helps shape its identity and define its positioning. While prior literature has focused on the recall of slogans, knowledge regarding why consumers like some slogans more than others is still limited. This paper uses data from a large field study to explore the key factors that determine the likeability of slogans. It uses a bilinear mixed model to assess the relative importance of slogan characteristics, media expenditure, and respondent characteristics as antecedents of slogan likeability. The findings suggest that the liking for a slogan may be unrelated to media expenditure, and driven largely by the clarity of the message, the exposition of the benefits, rhymes, and creativity. Further, in sharp contrast to industry practice and conventional belief, the study finds that jingles or brevity have no systematic effects on the likeability of slogans.

Original languageEnglish
Pages (from-to)2504-2511
Number of pages8
JournalJournal of Business Research
Volume67
Issue number12
DOIs
StatePublished - 2014

Keywords

  • Advertising
  • Affect
  • Bilinear model
  • Brand
  • Likeability
  • Slogan

Fingerprint

Dive into the research topics of 'A study of the antecedents of slogan liking'. Together they form a unique fingerprint.

Cite this