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

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  • Briggs, Elten
  • Janakiraman, Narayan

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.

Suggested Citation

  • Briggs, Elten & Janakiraman, Narayan, 2017. "Slogan recall effects on marketplace behaviors: The roles of external search and brand assessment," Journal of Business Research, Elsevier, vol. 80(C), pages 98-105.
    • Handle: RePEc:eee:jbrese:v:80:y:2017:i:c:p:98-105
    DOI: 10.1016/j.jbusres.2017.07.010
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    Cited by:

    1. Paulo Duarte Silveira & Susana Galvão & Paulo Bogas, 2018. "The Influence of Customer Retention Time on Slogan Recall and Recognition: An Empirical Study," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 3-13.
    2. Abadie, Amelie & Roux, Mélanie & Chowdhury, Soumyadeb & Dey, Prasanta, 2023. "Interlinking organisational resources, AI adoption and omnichannel integration quality in Ghana’s healthcare supply chain," Journal of Business Research, Elsevier, vol. 162(C).
    3. Bogdan Anastasiei & Nicoleta Dospinescu, 2017. "Facebook Advertising, Relationship Between Types Of Message, Brand Attitude And Perceived Buying Risk," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 6, pages 18-26, December.
    4. Paulo Duarte Silveira & Paulo Bogas, 2019. "The Influence of Brand Effect on Slogan‘s Memorability," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 88-100.
    5. repec:ers:journl:v:vi:y:2018:i:1:p:3-13 is not listed on IDEAS

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