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What Makes a Slogan Likable?

July 16, 2014

"A Study of the Antecedents of Slogan Liking" — conducted by Cal State Fullerton marketing professor Chiranjeev S. Kohli and associate professor Sunil Thomas, along with Mayukh Dass of Texas Tech University and Piyush Kumar of the University of Georgia — was recently posted on the Journal of Business Research website.

"Slogans are short, memorable phrases often used to sign off on an advertisement," said Kohli. "Yet, they carry a lot of weight in delivering a clear and focused message about product and its brand positioning. We found that likeability is not so much driven by how often it is exposed in media, but by the clarity of the message, its statement of benefits, how it rhymes and its creativity."

Tags:  Academics & Research