Publication
The Influence of Customer Retention Time on Slogan Recall and Recognition: An Empirical Study
| dc.contributor.author | Silveira, Paulo Duarte | |
| dc.contributor.author | Galvão, Susana C. Brito | |
| dc.contributor.author | Bogas, Paulo Sérgio Ribeiro de Araújo | |
| dc.date.accessioned | 2019-04-26T09:05:46Z | |
| dc.date.available | 2019-04-26T09:05:46Z | |
| dc.date.issued | 2018 | |
| dc.description.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. | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.citation | Silveira, P. D., Galvão, S. & Bogas, P. (2018). The Influence of Customer Retention Time on Slogan Recall and Recognition: An Empirical Study. International Journal of Economics and Business Administration, 6(1), 3-13. | pt_PT |
| dc.identifier.issn | 2241-4754 | |
| dc.identifier.uri | http://hdl.handle.net/10400.26/28335 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | yes | pt_PT |
| dc.subject | Slogans | pt_PT |
| dc.subject | Branding | pt_PT |
| dc.subject | Positioning | pt_PT |
| dc.subject | Advertising | pt_PT |
| dc.title | The Influence of Customer Retention Time on Slogan Recall and Recognition: An Empirical Study | pt_PT |
| dc.type | journal article | |
| dspace.entity.type | Publication | |
| oaire.citation.endPage | 13 | pt_PT |
| oaire.citation.startPage | 3 | pt_PT |
| oaire.citation.title | International Journal of Economics and Business Administration | pt_PT |
| person.familyName | Silveira | |
| person.familyName | de Campos Brito Galvão | |
| person.familyName | Bogas | |
| person.givenName | Paulo | |
| person.givenName | Susana | |
| person.givenName | Paulo | |
| person.identifier | https://scholar.google.com/citations?hl=pt-PT&user=h9t_LUsAAAAJ | |
| person.identifier | Paulo Bogas | |
| person.identifier.ciencia-id | 9E1E-68D5-6C59 | |
| person.identifier.ciencia-id | 871F-C202-949E | |
| person.identifier.ciencia-id | D418-963D-DEF7 | |
| person.identifier.orcid | 0000-0003-2703-3008 | |
| person.identifier.scopus-author-id | 57204966145 | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | article | pt_PT |
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