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The Influence of Brand Effect on Slogan‘s Memorability

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Listed:
  • Paulo Duarte Silveira
  • Paulo Bogas

Abstract

Purpose: The main aim of this article is to examine the influence of consumers’ brand effect on their ability to remember brand slogans. Design/Methodology/Approach: An empirical quantitative study was carried out via an online questionnaire, analyzing 370 real costumers of three telecom B2C service providers in Portugal. Findings: The results tend to indicate to not corroborate the positive influence of brand effect on brand slogan memorability. However, it was also found evidence to raise doubts on the absence of the relationships, since some components of brand effect had a positive impact on slogan recognition in some of the brands studied. Practical implications: Brands might consider focusing on other dimensions besides brand effect, if their aim is to increase brand and slogan awareness. However, since some contradictory results were verified, managers should not view that implication as a golden rule for management and branding decisions. Originality/Value: The main contribution of this study is to shed a light on a relation not yet sufficiently explored in previous studies related to slogan’s effectiveness.

Suggested Citation

  • 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.
    • Handle: RePEc:ers:journl:v:xxii:y:2019:i:4:p:88-100
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Slogan; brand love; brand effect; brand recall; brand 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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