DOI: 10.5176/2251-2098_EMG13.05
Authors: Chung Hui Tseng
Abstract: Brand names and slogans are crucial tools for businesses to improve brand equity. For this study, we compared the priming effect of brand names with that of slogans based on a persuasion knowledge model and mental correction perspectives.
The results of an experiment indicated that, with a savings appeal, the priming effect of slogans causes weaker attitude and lower willingness to purchase; however, with a sharing appeal, the priming effect of brand names causes weaker attitude and lower willingness to pay. This empirical study showed that the priming effect of brand names and slogans were exactly opposite.
Keywords: Priming effect; brand names; slogans
Updating...