Can vague brand slogans promote desirable consumer responses?

Journal of Product and Brand Management

Volumn 23, Issue 4-5, 2014, Pages 282-294

  Strutton, David ^a   Roswinanto, Widyarso ^b  

^a UNIVERSITY OF NORTH TEXAS   (United States)

^b PPM Graduate School of Management   (Indonesia)

Author keywords

Advertising; Brands; Meta model; Persuasiveness; Precise; Slogans; Vague

Indexed keywords

EID: 84928162239     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/JPBM-02-2014-0507     Document Type: Article

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