How can marketers create slogans that consumers like and remember? We answer this
question by analyzing how the lexical, semantic, and emotional properties of a slogan's …

A strong brand identity must comprise unique identity elements such as logos, colours or
characters that distinguish it from competitors and facilitate recognition and purchase. A …

The aim of this paper is to discuss brand elements and to explore its contribution to brand
equity based on some relevant research reviews and some examples of prominent brands …

Social media platforms are widely used these days for the advertising and marketing of
products. Facebook is considered one of the main social media platforms used by users …

A tourism destination's slogan is an important tool in the development of its national brand.
However, few studies have focused on this issue. Therefore, the main purpose of this paper …

The visual and textual elements of packaging significantly impact consumer product
evaluations. This study examines how unconventional packaging messages—a textual …

The current paper presents the analysis of linguistic characteristics of commercial and social
advertising slogans. There is no uniform definition of the advertising slogan in the scientific …

Slogans are very important in brand building, and recall is considered one of the
mosteffective measures of slogan success. For this study, 220 respondents were asked …

The study tests a model that examines the influence of characteristics of associative slogans
on tourists' attitudes toward slogan, attitudes toward destination, and travel intentions as well …

Recent social-media analytics research has explored the complex domain of slogans and
product or service endorsements, which present classification challenges in marketing …