Browse > Article
http://dx.doi.org/10.7741/rjcc.2013.21.3.338

Model analysis of slogan attitude, brand attitude, and brand recall of retail brands  

Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
Publication Information
The Research Journal of the Costume Culture / v.21, no.3, 2013 , pp. 338-347 More about this Journal
Abstract
In this study, it was explored a research model consisting of slogan attitude, brand familiarity, brand attitude, brand recall, and product category recall of retailers. Experimental research was conducted with 3,028 males and females in their 20's to 40's using stimuli of 10 slogan-brand sets from various types of retailers. In results, the research model developed based on the literature was confirmed and supported by data. In the model test, all hypotheses were supported. The effects of slogan attitude and brand familiarity on brand attitude were confirmed. Also, brand familiarity affected brand recall. Category recall was predicted by brand attitude and brand recall. As consumers have better attitude toward slogans, they tend to have better attitude toward the brand. As consumers are more familiar with the brand, they are likely to better recall brands when they are exposed to the slogan. As consumers have better attitude toward brand and better recall the brand, they tend to better recall the business category when they see the slogan. Study findings may help marketers to develop better strategies for slogan use by considering diverse variables related to consumer responses toward slogan attitudes.
Keywords
slogan attitude; brand familiarity; brand attitude; brand recall; category recall;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Kiley, D.(2004, October 14). Can you name that slogan? Business Week Online. Retrieved from http://www.businessweek.com/bwdaily/dnflash/oct2004/nf2041014_4965_db035.htm
2 Kim, H. S., Lee, K. Y., & Ryu, J. H.(2010). The effect of three factors for advertising communication: Brand familiarity, message complexity and advertisement's novelty. The Korean Journal of Advertising, 21(1), 311-328.
3 Kim, H.(December 5, 2012). Fashion clothing sales, decrease in the department store and increase in the home-shopping. Joinsmsn. Retrieved from http://isplus.live.joinsmsn.com/news/article/article.asp?total_id=9789916&cloc=
4 Kohli, C., Leuthesser, L., & Suri, R.(2007). Got slogan? Guidelines for creating effective slogans. Business Horizons, 50, 415-422.   DOI   ScienceOn
5 Law, S.(2002). Can repeating a brand claim lead to memory confusion? The effects of claim similarity and concurrent repetition. Journal of Marketing Research, 39(August), 366-378.   DOI   ScienceOn
6 Lee, H. B.(2006). Analysis of major brand slogan: Focus on 50th big clients. Korean Journal of Advertising, 17(5), 267-280.
7 Lee, K. S.(1990). Print media advertising design. Seoul: Nanam.
8 Mitchell, A. A., & Olson, J. C.(1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(August), 318-332.   DOI   ScienceOn
9 Park, H. S., & Kim, Y. H.(2001). The relation between response of travel agency's internet ad and ad attitude, brand attitude and purchase intention. Korean Journal of Tourism Research, 16(2), 167-185.
10 Park, Y. J.(2001). Analysis on linguistic usage of institutional slogan. Bilinguals, 19, 273-297.
11 Petty, R. E., Cacciopo, J. T., & Schumann, D.(1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.   DOI   ScienceOn
12 Raju, P. S., Lonial, S. C., & Mangold, W. G.(1995). Differential effects of subjective knowledge, objective knowledge, and usage experience on decision making: An exploratory investigation. Journal of Consumer Psychology, 4(2), 153-180.   DOI   ScienceOn
13 Reece, B. B., Vanden Bergh, B. G., & Li, H.(1994). What makes a slogan memorable and who remembers it. Journal of Current Issues and Research in Advertising, 16(2), 41-57.   DOI
14 Rosengren, S., & Dahlen, M.(2006). Brand-slogan matching in a cluttered environment. Journal of Marketing Communications, 12(4), 263-279.   DOI   ScienceOn
15 Yang, Y., & Yun, S. Y.(2005). The effects of brand name, prior knowledge, response mode on consumer's information recall. Advertising Research, 67, 85-108.
16 Yoo, J. H.(2003). The impact of English slogans on advertising effects in corporate advertising. Unpublished master's thesis, Yonsei University, Seoul.
17 Yoo, J. H.(March 21, 2013). Fashion power in the on-line fashion industry. Digital Times, p.15. Retrieved from http://www.dt.co.kr/contents.html?article_no=2013032102011532787002
18 Alba, J. W., & Hutchinson, J. W.(1987). Dimension of expertise. Journal of Consumer Research, 13, 411-454.   DOI   ScienceOn
19 Barros, C. P., Santos, A. B., & Chack, S.(2007). Sponsorship brand recall at the EURO 2004 soccer tournament. Sports Marketing Quarterly, 16(3), 161-170.
20 Dahlen, M., & Rosengren, S.(2005). Brands affect slogans affect brands? Competitive interference, brand equity and the brand-slogan link. Brand Management, 12(3), 151-164.   DOI
21 Ennis, R., & Zanna, M.(1993). Attitudes, advertising, and automobiles: A functional approach. Advances in Consumer Research, 20, 662-666.
22 Fiore, A. M., Yah, X., & Yoh, E.(2000). Effects of a product display and environmental fragrancing on approach responses and pleasurable experiences. Psychology & Marketing, 17(1), 27-54.   DOI   ScienceOn
23 Garbett, T. F.(1981). Corporate advertising: The what, the why, and the how. New York: McGraw-Hill.
24 Hawkins, S. A., & Hoch, S. J.(1992). Low-involvement learning: Memory without evaluation. Journal of Consumer Research, 19(2), 212-225.   DOI   ScienceOn
25 Holbrook, M. B., & Batra, R.(1987). Assessing the role of emotions as mediators of consumer response to advertising. Journal of Consumer Research, 14 (December), 404-420.   DOI   ScienceOn
26 Hitchon, J., Thorson, E., & Zhao, X.(1988). Advertising repetition as a component of viewing environment: Impact of emotional execution on commercial reception. Working paper from the School of Journalism and Mass Communication, The University of Wisconsin at Madison.
27 Kim, D. H.(2012). Effects of city slogan on slogan and city attitude. Unpublished doctoral dissertation, University of Seoul, Seoul.
28 Hoch, S. J., & Deighton, J.(1989). Managing what consumers learn from experience. Journal of Marketing, 53(2), 1-20.
29 Holden, S., & Lutz, R.(1992). Ask not what the brands evoke, ask what evoke brands. Advances in Consumer Research, 19, 101-107.
30 Hwang, I. S.(2011). Investigation of the relationship between endorser fit and advertising effectiveness in print advertising. International Journal of Management Science, 36(3), 75-90.   과학기술학회마을
31 Johnson, E. J., & Russo, J. E.(1984). Product familiarity and learning new information. Journal of Consumer Research, 11, 542-550.   DOI   ScienceOn
32 Keller, K. L.(2003) Strategic brand management. Upper Saddle River, NJ: Prentice Hall.
33 Kent, R. J., & Allen, C. T.(1994). Competitive interference effects in consumer memory for advertising: The role of brand familiarity. Journal of Marketing, 58, 97-105.   DOI   ScienceOn
34 Kent, R. J., & Kellaris, J. J.(2001). Competitive interference effects in memory for advertising: Are familiar brands exempt? Journal of Marketing Communications, 7(3), 159-169.   DOI   ScienceOn