Slogan Word Count and Cosmetics Purchase Behavior

Date
2018-01-01
Authors
Kinley, Tammy
Scro, Paige
Brandon, Lynn
Pookulangara, Sanjukta
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Abstract

Product branding is the start of the connection to a consumer and part of the brand communication is the use of a slogan. We sought to determine whether the length of a slogan was an influential factor on the participant's motivation to purchase a cosmetic or skincare product (hereinafter "cosmetics"). Data were collected via survey. About half of the sample indicated they are frequent cosmetic purchasers and about two-thirds indicated familiarity with cosmetic brands. Participants were more aware of shorter slogans, but could recall longer ones more easily. Participants indicated they were more interested in and intended to purchase products from brands with longer and more complex slogans, perhaps because brand recall was also easier when the slogans were longer. In the context of the present study, slogan length may not be a significant factor in getting and keeping the attention of the target cosmetics customer.

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