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The Influence of Customer Retention Time on Slogan Recall and Recognition: An Empirical Study

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  • Paulo Duarte Silveira
  • Susana Galvão
  • Paulo Bogas

Abstract

This research intends to explore some of the roots that might influence the effectiveness of slogans. The specific aim of the study is to examine the relationship between the customer retention time and the recall and recognition of brand slogans.This is as an important issue to be studied on branding, because no previous studies were found, and the better understanding of such relationship will help on deciding which marketing mix elements should be managed in order for the brands to obtain a more memorable and stable position in the consumers’ mind.An empirical quantitative study was conducted with an online survey research method employed to collect data from 370-real consumers of three B2C brands in telecom industry.The results revealed that customer seniority (retention time) did not significantly influence slogan recall nor recognition.

Suggested Citation

  • 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.
    • Handle: RePEc:ers:ijebaa:v:vi:y:2018:i:1:p:3-13
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    1. Ronald J. Bauerly & Carolyn Tripp, 1997. "Developing Slogans for Marketing of Higher Education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 8(1), pages 1-14, June.
    2. 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.
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    5. Hogan, John E. & Lemon, Katherine N. & Libai, Barak, 2004. "Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 44(3), pages 271-280, September.
    6. Kohli, Chiranjeev & Leuthesser, Lance & Suri, Rajneesh, 2007. "Got slogan? Guidelines for creating effective slogans," Business Horizons, Elsevier, vol. 50(5), pages 415-422.
    7. 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.
    8. 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.
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    More about this item

    Keywords

    Slogans; Branding; Positioning; Advertising.;
    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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