Book chapter
Can you Hear me Now? Antecedents of Slogan Recall
The Sustainable Global Marketplace, pp 277-277
08 Oct 2014
Abstract
Slogans are very important in brand building, and recall is considered one of the best measures of their success. Slogans are often used to prime brand associations. For example, ‘Built Ford tough’ attributes the specific attribute of toughness to Ford. Boush (1993) studied the effect of priming advertising slogans on consumers’ perceptions of brand extensions. Respondents were exposed to slogans that primed certain attributes of the brands. When asked later to rate potential extensions of the brands, ones that had characteristics in common with the primed attributes were rated more favorably than those without.
Metrics
10 Record Views
1 citations in Scopus
Details
- Title
- Can you Hear me Now? Antecedents of Slogan Recall
- Creators
- Chiranjeev S. Kohli - California State University, FullertonSunil Thomas - California State University, FullertonRajneesh Suri - Drexel University
- Publication Details
- The Sustainable Global Marketplace, pp 277-277
- Series
- Developments in Marketing Science: Proceedings of the Academy of Marketing Science
- Publisher
- Springer International Publishing; Cham
- Resource Type
- Book chapter
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Scopus ID
- 2-s2.0-85145092854
- Other Identifier
- 991021848515004721