An empirical study of the language of brand taglines: a code mixing approach

Pareek, Priyanka; Kumar, Vikram

doi:10.1504/ijicbm.2018.093023

Cited by 2 publications

(3 citation statements)

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“…Our results support the association between brand motives and tagline, which are in line with the earlier literature (Penta, 2018;Septianto, Seo & Zhao, 2021). Marketers create and use taglines to "arouse, apprehend and achieve multiple goals for the organization" (Pareek & Kumar, 2018). The extant literature suggests that advertisers deliberately use ambiguity in the taglines to stimulate multiple interpretations.…”

Section: Discussionsupporting

confidence: 90%

“…The perception of discrepancy may stimulate recognition later, but it may also promote "systematic memory errors under some circumstances (Mykola, Vadym, Lokutova, Anatoliy, & Romaniuk, 2020). Many researchers believe that the color used in the advertisement captures the audience and, despite the ambiguity in the tagline, communicates brand personality and promotes purchase intention (Pareek & Kumar, 2018).…”

Section: Perception Towards Taglinementioning

confidence: 99%

“…Marketers create and use taglines to "arouse, apprehend and achieve multiple goals for the organization. " (Pareek & Kumar, 2018). The extant literature suggests that advertisers deliberately use ambiguity in the taglines to stimulate multiple interpretations.…”

Section: Brand Motives Using Taglinesmentioning

confidence: 99%

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Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Hasan

Naeem

Ahmed

et al. 2022

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It has become difficult for firms to attract and retain customers in the prevailing competitive era. Therefore, they spend considerable resources on advertising mediums, including billboard advertising, apart from other strategies. Given its importance, we have developed a new model that examines the effect of attitudes, perception, brand motives on consumer attention. The study has also examined the effect of tagline ambiguity on consumers' attention and the moderating role of brand image. The study has collected the data from the e leading private business institutes of Karachi, as they are more familiar with the terminologies used in the study. The selected target would reduce variances in the self-administered questionnaire. The study found that consumer attitude is a significant antecedent of consumer attention. And consumers' attitudes, perceptions, and brand motives significantly affect tagline ambiguity. The study has several implications for marketers and practitioners. Deliberate ambiguity significantly affects consumer attention. It promotes cognitive thinking, brand recall, and brand recognition. This allows firms the flexibility of changing value proposition. Many firms have successfully used ambiguity in their taglines. For example, Volkwagen'slogan "Somewhere between tuxedo and birthday suit." This slogan does not communicate anything definite about the products but forces the consumers to form an association. The study has focused on the private business students in Karachi. We recommend others extend this model to other cities and countries. We did not use control variables in this study, which future researchers can incorporate in their studies.

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Section: Discussionsupporting

confidence: 90%

Section: Perception Towards Taglinementioning

confidence: 99%

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Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Hasan

Naeem

Ahmed

et al. 2022

View full text Add to dashboard Cite

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Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Nwankwo-Ojionu

Adzharuddin

Waheed

et al. 2021

ONLINE J COMMUN MEDIA TECHNOL

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Using strategic ambiguity tagline paradigm, we demonstrated that the strategic ambiguity tagline influences consumer attention on billboard advertisement evaluation. Despite the exceptional influence of strategic ambiguity tagline on billboard advertisement evaluation, the concept of strategic ambiguity tagline as discursive resources remains poorly conceptualised by previous studies. An experimental study was conducted to investigate the underlying mechanisms and circumstances that influence the impact of strategic ambiguity tagline on consumers attention. Findings revealed that strategic ambiguity tagline has a significant influence on consumers attention. However, we further observed strong effects of attitude towards tagline ads, perception towards tagline ads and brand motives using tagline ads on consumer attention when exposed to the ads, which signify effectiveness of strategic ambiguity tagline on consumer's attention. The theoretical and managerial implication are discussed.

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An empirical study of the language of brand taglines: a code mixing approach

Cited by 2 publications

References 0 publications

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

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