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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Slogans, Brands and Purchase Behaviour of Students
Author(s): Rybaczewska, Maria
Jirapathomsakul, Siriphat
Liu, Yiduo
Chow, Wai Tsing
Nguyen, Mai Thanh
Sparks, Leigh
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Keywords: slogans
purchase behaviour
customer decision process (CDP) model
young consumers
Issue Date: Apr-2020
Citation: Rybaczewska M, Jirapathomsakul S, Liu Y, Chow WT, Nguyen MT & Sparks L (2020) Slogans, Brands and Purchase Behaviour of Students. Young Consumers, 21 (3), pp. 305-317.
Abstract: Purpose: The aim 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 (CDP) model as an approach. Findings: Our 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: Our 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. Our 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. Our results add to the literature in terms of the criteria determining consumers’ recognition and recall of slogans.
DOI Link: 10.1108/YC-07-2019-1020
Rights: Published in Young Consumers by Emerald. The original publication is available at: This article is deposited under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). Any reuse is allowed in accordance with the terms outlined by the licence ( To reuse the AAM for commercial purposes, permission should be sought by contacting
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