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- W2488340180 abstract "Slogans are very important in brand building, and recall is considered one of the best measures of their success. Slogans are often used to prime brand associations. For example, ‘Built Ford tough’ attributes the specific attribute of toughness to Ford. Boush (1993) studied the effect of priming advertising slogans on consumers’ perceptions of brand extensions. Respondents were exposed to slogans that primed certain attributes of the brands. When asked later to rate potential extensions of the brands, ones that had characteristics in common with the primed attributes were rated more favorably than those without." @default.
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- W2488340180 date "2014-10-08" @default.
- W2488340180 modified "2023-10-16" @default.
- W2488340180 title "Can you Hear me Now? Antecedents of Slogan Recall" @default.
- W2488340180 doi "https://doi.org/10.1007/978-3-319-10873-5_160" @default.
- W2488340180 hasPublicationYear "2014" @default.
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