El papel del eslogan en la actitud hacia la marca: una tentativa de estudio experimental
Abstract
In the current work we approach to the figure of the slogan in relation to its role in the formation or modification of consumer attitudes towards a brand In order to explain the importance that slogan has in attitudes, we present a study in which we try to veriJY if the presentation of certain brands close to its slogan gives more favorable attitudes towards these brands, than we could obtain with the presentation of the same brands without their slogans. Final/y, we indicate the empírica! difficulty that we find in this area of research, as well as the long way that is to cross in the scientific investigation of advertising communication if we want to understand more thoroughly not only the operational mechanism of the slogan, but the operational mechanism of the whole advertising message.Keywords
Slogan, Attitude, Consumer, BrandReferences
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Copyright (c) 2005 José Antonio Muñiz Velázquez
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