Dass, Mayukh; Kohli, Chiranjeev; Kumar, Piyush; Thomas, … - In: Journal of Business Research 67 (2014) 12, pp. 2504-2511
likeability of slogans. It uses a bilinear mixed model to assess the relative importance of slogan characteristics, media … expenditure, and respondent characteristics as antecedents of slogan likeability. The findings suggest that the liking for a … jingles or brevity have no systematic effects on the likeability of slogans. …