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An Empirical Study on the Impact of Brand Loyalty in Remembering Slogans

Author

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  • Paulo Duarte Silveira
  • Susana Galvao

Abstract

Purpose: This paper examines the influence of brand loyalty on the individuals’ capacity to recall and recognize brand slogans. Design/Methodology/Approach: Empirical quantitative research, gathering data via an online questionnaire among 370 costumers of three telecom B2C service providers in Portugal. Findings: In general terms, the influence of brand loyalty on the ability of the customers to recall and recognize slogans was not verified. Practical implications: For a brand interested in raising its slogan awareness, either by recall or recognition, the level of marketing efforts should not vary according to the customer loyalty degree. Originality/Value: The study contributes to the analysis of an influence not yet explored in the previous studies dedicated to improving slogans’ effectiveness.

Suggested Citation

  • 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.
    • Handle: RePEc:ers:ijebaa:v:viii:y:2020:i:2:p:478-487
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    References listed on IDEAS

    as
    1. Bloemer, JoseM. M. & Kasper, Hans D. P., 1995. "The complex relationship between consumer satisfaction and brand loyalty," Journal of Economic Psychology, Elsevier, vol. 16(2), pages 311-329, July.
    2. 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.
    3. 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(2), pages 12-15.
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    More about this item

    Keywords

    Slogans; brand loyalty; recall; recognition.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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