Executive summary of 'Can vague brand slogans promote desirable consumer responses?'

摘要

This summary has been provided to allow managers and executives a rapid appreciation of the content of the article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefit of the material present. Slogans have been an inherent part of advertising for a considerable time. They help to aid recall of advertisements and create favorable impressions of specific qualities of the advertised brand. When effective, slogans inspire word-of-mouth among readers and become ingrained into the culture of their era.