An Empirical Study on the Impact of Brand Loyalty in Remembering Slogans

Detalhes bibliográficos
Autor(a) principal: Silveira, Paulo Duarte
Data de Publicação: 2020
Outros Autores: Galvão, Susana C. Brito
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.26/33245
Resumo: Purpose: This paper examines the influence of brand loyalty on the individuals’ capacity to recall and recognize brand slogans. Design/Methodology/Approach: Empirical quantitative research, gathering data via an online questionnaire among 370 costumers of three telecom B2C service providers in Portugal. Findings: In general terms, the influence of brand loyalty on the ability of the customers to recall and recognize slogans was not verified. Practical implications: For a brand interested in raising its slogan awareness, either by recall or recognition, the level of marketing efforts should not vary according to the customer loyalty degree. Originality/Value: The study contributes to the analysis of an influence not yet explored in the previous studies dedicated to improving slogans’ effectiveness.
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spelling An Empirical Study on the Impact of Brand Loyalty in Remembering SlogansSlogansBrand loyaltyRecallRecognitionPurpose: This paper examines the influence of brand loyalty on the individuals’ capacity to recall and recognize brand slogans. Design/Methodology/Approach: Empirical quantitative research, gathering data via an online questionnaire among 370 costumers of three telecom B2C service providers in Portugal. Findings: In general terms, the influence of brand loyalty on the ability of the customers to recall and recognize slogans was not verified. Practical implications: For a brand interested in raising its slogan awareness, either by recall or recognition, the level of marketing efforts should not vary according to the customer loyalty degree. Originality/Value: The study contributes to the analysis of an influence not yet explored in the previous studies dedicated to improving slogans’ effectiveness.Repositório ComumSilveira, Paulo DuarteGalvão, Susana C. Brito2020-09-01T11:01:00Z20202020-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.26/33245engSilveira, P. & Galvão, S. (2020). An empirical study on the impact of brand loyalty in remembering slogans. International Journal of Economics and Business Administration, VIII (2), pp.478-487.2241-4754info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-21T09:55:50Zoai:comum.rcaap.pt:10400.26/33245Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T23:11:28.883890Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv An Empirical Study on the Impact of Brand Loyalty in Remembering Slogans
title An Empirical Study on the Impact of Brand Loyalty in Remembering Slogans
spellingShingle An Empirical Study on the Impact of Brand Loyalty in Remembering Slogans
Silveira, Paulo Duarte
Slogans
Brand loyalty
Recall
Recognition
title_short An Empirical Study on the Impact of Brand Loyalty in Remembering Slogans
title_full An Empirical Study on the Impact of Brand Loyalty in Remembering Slogans
title_fullStr An Empirical Study on the Impact of Brand Loyalty in Remembering Slogans
title_full_unstemmed An Empirical Study on the Impact of Brand Loyalty in Remembering Slogans
title_sort An Empirical Study on the Impact of Brand Loyalty in Remembering Slogans
author Silveira, Paulo Duarte
author_facet Silveira, Paulo Duarte
Galvão, Susana C. Brito
author_role author
author2 Galvão, Susana C. Brito
author2_role author
dc.contributor.none.fl_str_mv Repositório Comum
dc.contributor.author.fl_str_mv Silveira, Paulo Duarte
Galvão, Susana C. Brito
dc.subject.por.fl_str_mv Slogans
Brand loyalty
Recall
Recognition
topic Slogans
Brand loyalty
Recall
Recognition
description Purpose: This paper examines the influence of brand loyalty on the individuals’ capacity to recall and recognize brand slogans. Design/Methodology/Approach: Empirical quantitative research, gathering data via an online questionnaire among 370 costumers of three telecom B2C service providers in Portugal. Findings: In general terms, the influence of brand loyalty on the ability of the customers to recall and recognize slogans was not verified. Practical implications: For a brand interested in raising its slogan awareness, either by recall or recognition, the level of marketing efforts should not vary according to the customer loyalty degree. Originality/Value: The study contributes to the analysis of an influence not yet explored in the previous studies dedicated to improving slogans’ effectiveness.
publishDate 2020
dc.date.none.fl_str_mv 2020-09-01T11:01:00Z
2020
2020-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.26/33245
url http://hdl.handle.net/10400.26/33245
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Silveira, P. & Galvão, S. (2020). An empirical study on the impact of brand loyalty in remembering slogans. International Journal of Economics and Business Administration, VIII (2), pp.478-487.
2241-4754
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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