mixed material bibliography USA Emerald Group Publishing 2014

p. 282 - 294 Purpose – This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans<br>on various consumer responses.<br>Design/methodology/approach – A content analysis study was conducted to explore the pattern of vagueness in advertising slogans from 1,441<br>consumer-oriented brands. Based on the resultant delineation/definition of vagueness, two experimental studies followed. Vignette advertising<br>slogans were manipulated to achieve different level of vagueness. The initial 2 2 factorial between subjects design engaged vagueness level of<br>brand slogans and consumers’ need for cognition as factors. Brand recall functioned as the dependent variable. The second experiment featured<br>another 2 2 factorial design that used vagueness level and length of brand slogan as factors. Brand attitude, persuasiveness and purchase<br>intention functioned as dependent variables.<br>Findings – Vagueness level of advertising/branding slogans did not significantly affect brand recall. Interactions between vagueness level and<br>length of advertisement slogans exercised significant effects on evoked thought, brand attitude and persuasiveness but not on purchase intention.<br>At net, this study generated original theoretical and managerial insights about how and why desirable branding outcomes can be generated by<br>managing the vagueness and word count of brand slogans, and a platform from which future research on this topic could be based.<br> 10610421 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen 46568 2016-02-23 00:00:00 2018-07-09 00:00:00 machine generated