Publication
An Empirical Study on the Impact of Brand Loyalty in Remembering Slogans
| dc.contributor.author | Silveira, Paulo Duarte | |
| dc.contributor.author | Galvão, Susana C. Brito | |
| dc.date.accessioned | 2020-09-01T11:01:00Z | |
| dc.date.available | 2020-09-01T11:01:00Z | |
| dc.date.issued | 2020 | |
| dc.description.abstract | Purpose: This paper examines the influence of brand loyalty on the individuals’ capacity to recall and recognize brand slogans. Design/Methodology/Approach: Empirical quantitative research, gathering data via an online questionnaire among 370 costumers of three telecom B2C service providers in Portugal. Findings: In general terms, the influence of brand loyalty on the ability of the customers to recall and recognize slogans was not verified. Practical implications: For a brand interested in raising its slogan awareness, either by recall or recognition, the level of marketing efforts should not vary according to the customer loyalty degree. Originality/Value: The study contributes to the analysis of an influence not yet explored in the previous studies dedicated to improving slogans’ effectiveness. | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.citation | Silveira, P. & Galvão, S. (2020). An empirical study on the impact of brand loyalty in remembering slogans. International Journal of Economics and Business Administration, VIII (2), pp.478-487. | pt_PT |
| dc.identifier.issn | 2241-4754 | |
| dc.identifier.uri | http://hdl.handle.net/10400.26/33245 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | yes | pt_PT |
| dc.subject | Slogans | pt_PT |
| dc.subject | Brand loyalty | pt_PT |
| dc.subject | Recall | pt_PT |
| dc.subject | Recognition | pt_PT |
| dc.title | An Empirical Study on the Impact of Brand Loyalty in Remembering Slogans | pt_PT |
| dc.type | journal article | |
| dspace.entity.type | Publication | |
| oaire.citation.title | International Journal of Economics and Business Administration | pt_PT |
| person.familyName | Silveira | |
| person.familyName | de Campos Brito Galvão | |
| person.givenName | Paulo | |
| person.givenName | Susana | |
| person.identifier | https://scholar.google.com/citations?hl=pt-PT&user=h9t_LUsAAAAJ | |
| person.identifier.ciencia-id | 9E1E-68D5-6C59 | |
| person.identifier.ciencia-id | 871F-C202-949E | |
| person.identifier.orcid | 0000-0003-2703-3008 | |
| person.identifier.scopus-author-id | 57204966145 | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | article | pt_PT |
| relation.isAuthorOfPublication | 0906a82d-ff87-4854-b042-f8002921441e | |
| relation.isAuthorOfPublication | 944a4ee3-7100-454d-974b-c4d9c23f5a9c | |
| relation.isAuthorOfPublication.latestForDiscovery | 944a4ee3-7100-454d-974b-c4d9c23f5a9c |
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