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http://dx.doi.org/10.7741/rjcc.2013.21.2.206

Research on consumer responses according to linguistic characteristics of fashion brand slogans  

Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
Publication Information
The Research Journal of the Costume Culture / v.21, no.2, 2013 , pp. 206-219 More about this Journal
Abstract
In this study, it is explored how fashion brand slogans are categorized by linguistic characteristics and which linguistic characteristic is effective to improve consumer responses. Only 28% out of 1,346 fashion brands that are investigated are using slogans. Sportswear and men's wear are two product categories more often adopting slogans. A total of 11,113 consumers participated in the experimental study to evaluate slogan characteristics (familiarity, understandability, newness, pleasure), slogan attitude, and brand recall of 30 slogan-brand sets that were categorized by Park's 10 linguistic characteristics. In findings, slogans generating positive attitudes toward slogans and a good rate of brand recall tend to have no brand name in slogan, be written in the second-person view, include a futuristic message, and have information weighted on specialties. Slogan typology suggested based on results may be used for the future research as a basic guideline for the research on fashion brand slogans.
Keywords
fashion brand slogan; linguistic characteristic; consumer response;
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