More Than Words: a Psycholinguistic Perspective on the Properties of Effective Brand Slogans

Brady Hodges, Texas A&M University, USA
Caleb Warren, Texas A&M University, USA
Zachary Estes, Bocconi University, Italy
Effective slogans increase brand awareness and strengthen brand attitude. Taking a psycholinguistic perspective, the authors contribute the first ever analysis on how the unique lexical, semantic, and emotional properties of a slogan’s individual words combine to influence slogan recognition and slogan liking.
[ to cite ]:
Brady Hodges, Caleb Warren, and Zachary Estes (2015) ,"More Than Words: a Psycholinguistic Perspective on the Properties of Effective Brand Slogans", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 789-789.