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

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.


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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 789-789.


Brady Hodges, Texas A&M University, USA
Caleb Warren, Texas A&M University, USA
Zachary Estes, Bocconi University, Italy


NA - Advances in Consumer Research Volume 43 | 2015

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