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- The Influence of Customer Retention Time on Slogan Recall and Recognition: An Empirical StudyPublication . Silveira, Paulo Duarte; Galvão, Susana C. Brito; Bogas, Paulo Sérgio Ribeiro de AraújoThis 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.
- An empirical study on the recall of slogansPublication . Vieira, Aníbal; Silveira, Paulo Duarte; Cravidão, Mário; Galvão, Susana C. Brito; Penteado, GraçaThe 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.