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Do Taglines Have A Positive Impact On Building The Brand Perception? A Case Study On Kit Kat

Author

Listed:
  • Farooq-E Azam Cheema

    (Bahria University, Karachi)

  • Saba Rehman

    (Bahria University, Karachi)

  • Sayma Zia

    (Bahria University, Karach)

  • Mustaghis Ur Rehman4

    (Bahria University, Karachi)

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

Suggested Citation

  • Farooq-E Azam Cheema & Saba Rehman & Sayma Zia & Mustaghis Ur Rehman4, 2016. "Do Taglines Have A Positive Impact On Building The Brand Perception? A Case Study On Kit Kat," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 12(1), pages 52-64.
    • Handle: RePEc:aib:ibtjbs:v:12:y:2016:i:1:p:52-64
    DOI: https://doi.org/10.46745/ilma.ibtjbs.2016.121.5
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    References listed on IDEAS

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    1. Kohli, Chiranjeev & Suri, Rajneesh, 2002. "Creating effective logos: Insights from theory and practice," Business Horizons, Elsevier, vol. 45(3), pages 58-64.
    2. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
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    Cited by:

    1. Paulo Duarte Silveira & Susana Galvao, 2020. "An Empirical Study on the Impact of Brand Loyalty in Remembering Slogans," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(2), pages 478-487.
    2. Gianluca Fiocchi & Mona Seyed Esfahani, 2024. "Exploring the uniqueness of distinctive brand assets within the UK automotive industry," Journal of Brand Management, Palgrave Macmillan, vol. 31(1), pages 1-15, January.

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