Strutton, David; Roswinanto, Widyarso - In: Journal of Product & Brand Management 23 (2014) 4/5, pp. 282-294
Purpose – This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses. Design/methodology/approach – A content analysis study was conducted to explore the pattern of vagueness in...