The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Model analysis of slogan attitude, brand attitude, and brand recall of retail brands

유통 브랜드의 슬로건 태도, 브랜드 태도, 브랜드 회상 모형 분석

  • Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
  • 여은아 (계명대학교 패션마케팅학과)
  • Received : 2013.01.27
  • Accepted : 2013.06.14
  • Published : 2013.06.30
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Abstract

In this study, it was explored a research model consisting of slogan attitude, brand familiarity, brand attitude, brand recall, and product category recall of retailers. Experimental research was conducted with 3,028 males and females in their 20's to 40's using stimuli of 10 slogan-brand sets from various types of retailers. In results, the research model developed based on the literature was confirmed and supported by data. In the model test, all hypotheses were supported. The effects of slogan attitude and brand familiarity on brand attitude were confirmed. Also, brand familiarity affected brand recall. Category recall was predicted by brand attitude and brand recall. As consumers have better attitude toward slogans, they tend to have better attitude toward the brand. As consumers are more familiar with the brand, they are likely to better recall brands when they are exposed to the slogan. As consumers have better attitude toward brand and better recall the brand, they tend to better recall the business category when they see the slogan. Study findings may help marketers to develop better strategies for slogan use by considering diverse variables related to consumer responses toward slogan attitudes.

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