RT Journal Article
SR Electronic
T1 An Investigation Into Slogan Design On Creating Slogan–Brand Alignment
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 2023-004
DO 10.2501/JAR-2023-004
A1 Mayukh Dass
A1 Chiranjeev Kohli
A1 Manaswini Acharya
YR 2023
UL http://www.journalofadvertisingresearch.com/content/early/2023/02/09/JAR-2023-004.abstract
AB As the COVID-19 pandemic has reshaped consumers’ perceptions of brand messaging, advertisers are revisiting their messages and investing more heavily to strengthen brand identity alignment. Brand identity alignment is the configuration of all semiotic components— brand name, logo, and slogan—used to support a company’s desired brand image. With semiotic theory and congruence theory used as foundations, this paper examines attributes of slogans that affect their alignment with brand identity. Using data from a large-scale field study, followed by a validation study using senior advertising managers, the authors find that message clarity and creativity enhance, whereas a jingle in a slogan message reduces, the slogan–brand alignment.