A study of the antecedents of slogan liking

A slogan is an integral component of a brandʹs advertising platform that helps shape its identity and define its positioning. While prior literature has focused on the recall of slogans, knowledge regarding why consumers like some slogans more than others is still limited. This paper uses data from a large field study to explore the key factors that determine the likeability of slogans. It uses a bilinear mixed model to assess the relative importance of slogan characteristics, media expenditure, and respondent characteristics as antecedents of slogan likeability. The findings suggest that the liking for a slogan may be unrelated to media expenditure, and driven largely by the clarity of the message, the exposition of the benefits, rhymes, and creativity. Further, in sharp contrast to industry practice and conventional belief, the study finds that jingles or brevity have no systematic effects on the likeability of slogans.