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Slogans, brands and purchase behaviour of students

Maria Rybaczewska (Stirling Management School, University of Stirling, Stirling, UK and University of Social Sciences, Warsaw, Poland)
Siriphat Jirapathomsakul (Cosmo Group Public Limited Company, Bangkok, Thailand)
Yiduo Liu (Industrial and Commercial Bank of China Hubei Province Branch, Wuhan, China)
Wai Tsing Chow (Stirling Management School, University of Stirling, Stirling, UK)
Mai Thanh Nguyen (ECOE, Ho Chi Minh, Vietnam)
Leigh Sparks (Stirling Management School, University of Stirling, Stirling, UK)

Young Consumers

ISSN: 1747-3616

Article publication date: 30 April 2020

Issue publication date: 31 August 2020

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Abstract

Purpose

The purpose of this paper is to extend the understanding of the influence of slogans (e.g. “Dare for More”) on brand awareness and purchase behaviour of students.

Design/methodology/approach

Data were collected thorough 34 in-depth face-to-face interviews with university students, using the customer decision process model as an approach.

Findings

The authors’ research confirmed that conciseness, rhythm and jingle are key features strengthening customers’ recall and recognition, both being moderators of slogans’ power. The role and influence of slogans depend on the stage of the customer decision-making process. Key influencers remain product quality, popularity and price, but appropriate and memorable slogans enhance products’ differentiation and sale.

Practical implications

The authors’ findings deliver a particular justification for marketers not to promise young consumers too much through slogans, as this leads to too high expectations adversely influencing their post-purchase feelings. During the information search, slogans can create or strengthen or weaken the willingness to buy the advertised product, depending on the slogan, thus emphasising the need for care over slogan design and use.

Originality/value

This research expands the understanding of slogans and brand awareness from the perspective of their impact on purchase behaviour. The results revealed that the model approach to shopping behaviour does not confirm the belief that slogans influence consumers the most during the phase of Evaluation of Alternatives. Slogans provide a reference point for young consumers to decide whether they are satisfied or dissatisfied with their purchase during the post-purchase phase and provide information during the information search phase. The authors’ results add to the literature in terms of the criteria determining consumers’ recognition and recall of slogans.

Keywords

Citation

Rybaczewska, M., Jirapathomsakul, S., Liu, Y., Chow, W.T., Nguyen, M.T. and Sparks, L. (2020), "Slogans, brands and purchase behaviour of students", Young Consumers, Vol. 21 No. 3, pp. 305-317. https://doi.org/10.1108/YC-07-2019-1020

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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