TY - JOUR
T1 - A study of the antecedents of slogan liking
AU - Dass, Mayukh
AU - Kohli, Chiranjeev
AU - Kumar, Piyush
AU - Thomas, Sunil
N1 - Publisher Copyright:
© 2014 Elsevier Inc.
PY - 2014
Y1 - 2014
N2 - 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.
AB - 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.
KW - Advertising
KW - Affect
KW - Bilinear model
KW - Brand
KW - Likeability
KW - Slogan
UR - http://www.scopus.com/inward/record.url?scp=84926092761&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2014.05.004
DO - 10.1016/j.jbusres.2014.05.004
M3 - Article
AN - SCOPUS:84926092761
VL - 67
SP - 2504
EP - 2511
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
IS - 12
ER -