Gender differences in brand attitude towards real unhealthy and fictitious healthy brands: The role of slogan familiarity
The effectiveness of brand slogans (also referred to as slogans in this study) in communicating product information has been widely discussed, but there is limited research on whether consumers familiarity with slogans differs for healthy and unhealthy products, and whether gender plays a role in th...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Taylor's University
2023
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| Online Access: | http://psasir.upm.edu.my/id/eprint/108082/ https://fslmjournals.taylors.edu.my/category/search-journal-of-media-and-communication-research-search/2023/special-issue-icms-2021/ |
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| Institution: | Universiti Putra Malaysia |