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Publication
“Yes They Can?”: an empirical study on the effect of slogans in brand awareness
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Advisor(s)
Abstract(s)
Slogans are a verbal or written expression of the brand marketing positioning and, consequently,
should aim to benefit the brand. The brand equity concept includes several dimensions, and those
might be developed or reinforced by each branding marketing action. Brand awareness is a
component of brand equity and, therefore, might be influenced by marketing communications, which
includes the slogan.
The main research question addressed in this paper is to analyse if slogans might influence brand
awareness. To achieve that goal, an empirical quantitative study was conducted among a sample of
three hundred and seventy mobile telecom service consumers, gathering primary data via an on-line
questionnaire. The variables considered were slogan recall, slogan recognition and spontaneous
brand awareness for three different mobile telecom brands.
The results obtained reveal a positive association between slogan recall and brand awareness in two
of the brands in study. The results also show that those two brands were the ones with the highest
awareness levels.
Description
Trabalho apresentado no 8th LUMEN International Scientific Conference, 6-9 abril 2017, Suceava, Romania
Keywords
Slogans branding brand equity brand awareness