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“Yes They Can?†- An Empirical Study on the Effect of Slogans in Brand Awareness

In: Rethinking Social Action. Core Values in Practice

Author

Listed:
  • Paulo SILVEIRA

    (School of Business and Administration - Polytechnic Institute of Setúbal, Setúbal, Portugal)

  • Susana GALVÃO

    (School of Business and Administration - Polytechnic Institute of Setúbal, Setúbal, Portugal)

  • Graça PENTEADO

    (School of Business and Administration - Polytechnic Institute of Setúbal, Setúbal, Portugal)

Abstract

Slogans are a verbal or written expression of the brand marketing positioning and, consequently, should aim to benefit the brand. The brand equity concept includes several dimensions, and those might be developed or reinforced by each branding marketing action. Brand awareness is a component of brand equity and, therefore, might be influenced by marketing communications, which includes the slogan. The main research question addressed in this paper is to analyse if slogans might influence brand awareness. To achieve that goal, an empirical quantitative study was conducted among a sample of three hundred and seventy mobile telecom service consumers, gathering primary data via an on-line questionnaire. The variables considered were slogan recall, slogan recognition and spontaneous brand awareness for three different mobile telecom brands. The results obtained reveal a positive association between slogan recall and brand awareness in two of the brands in study. The results also show that those two brands were the ones with the highest awareness levels.

Suggested Citation

  • Paulo SILVEIRA & Susana GALVÃO & Graça PENTEADO, 2017. "“Yes They Can?†- An Empirical Study on the Effect of Slogans in Brand Awareness," Book chapters-LUMEN Proceedings, in: Camelia IGNATESCU & Antonio SANDU & Tomita CIULEI (ed.), Rethinking Social Action. Core Values in Practice, edition 1, volume 1, chapter 75, pages 820-831, Editura Lumen.
    • Handle: RePEc:lum:prchap:01-75
    DOI: https://doi.org/10.18662/lumproc.rsacvp2017.75
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    References listed on IDEAS

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    1. Kohli, Chiranjeev & Leuthesser, Lance & Suri, Rajneesh, 2007. "Got slogan? Guidelines for creating effective slogans," Business Horizons, Elsevier, vol. 50(5), pages 415-422.
    2. Juliano Laran & Amy N. Dalton & Eduardo B. Andrade, 2011. "The Curious Case of Behavioral Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 999-1014.
    3. Dass, Mayukh & Kohli, Chiranjeev & Kumar, Piyush & Thomas, Sunil, 2014. "A study of the antecedents of slogan liking," Journal of Business Research, Elsevier, vol. 67(12), pages 2504-2511.
    4. Claudiu V. Dimofte & Richard F. Yalch, 2007. "Consumer Response to Polysemous Brand Slogans," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 515-522, December.
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    More about this item

    Keywords

    Slogans; branding; brand equity; brand awareness;
    All these keywords.

    JEL classification:

    • A3 - General Economics and Teaching - - Multisubject Collective Works
    • I2 - Health, Education, and Welfare - - Education
    • I3 - Health, Education, and Welfare - - Welfare, Well-Being, and Poverty
    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General

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