Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.26/6807
Título: An empirical study on the recall of slogans
Autor: Vieira, Aníbal
Silveira, Paulo
Cravidão, Mário
Galvão, Susana
Penteado, Graça
Palavras-chave: Slogans
Branding
Effectiveness
Data: Fev-2014
Resumo: The general purpose of this paper is to analyze the effectiveness of slogans. An empirical quantitative study was conducted, in order to access the effectiveness of twenty one brand slogans from nine business-to-consumer product categories, measuring their recall and recognition rates and possible intrinsic characteristics impacting it: slogan antiqueness, slogan length and product category as independent variables. The main global finding is that a slogan can play an important role in branding, but the slogan should be managed in a long-term perspective, coherent with long-term brand positioning and avoiding frequent radical changes. This means that slogans can be important, but in a slow and incremental way, due to its long-term benefits. It was also found that shorter slogans have higher spontaneous recall rates.
Descrição: Comunicação apresentada nas XXIV Jornadas Luso-Espanholas de gestão Científica, 6-8 fevereiro de 2014, Leiria, Portugal
Peer review: yes
URI: http://hdl.handle.net/10400.26/6807
Aparece nas colecções:IPS - ESCE – DEG - Comunicações em congressos

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