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 into 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 (2016) ,"More Than Words: a Psycholinguistic Perspective on the Properties of Effective Brand Slogans", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 478-479.
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 44 | 2016
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