Exportar Publicação

A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Pestana, M. H., Wan-Chen Wang & Moutinho, L. (2021). Advertising slogans in brand recall: Utterance analysis versus self-reporting. Revista Portuguesa de Marketing. 19-41
Exportar Referência (IEEE) 
M. H. Pestana et al.,  "Advertising slogans in brand recall: Utterance analysis versus self-reporting", in Revista Portuguesa de Marketing, pp. 19-41, 2021
Exportar BibTeX 
@article{pestana2021_1732407661467,
	author = "Pestana, M. H. and Wan-Chen Wang and Moutinho, L.",
	title = "Advertising slogans in brand recall: Utterance analysis versus self-reporting",
	journal = "Revista Portuguesa de Marketing",
	year = "2021",
	volume = "",
	number = "",
	pages = "19-41",
	url = "https://www.ipam.pt/porto/investigacao/rpm"
}
Exportar RIS 
TY  - JOUR
TI  - Advertising slogans in brand recall: Utterance analysis versus self-reporting
T2  - Revista Portuguesa de Marketing
AU  - Pestana, M. H.
AU  - Wan-Chen Wang
AU  - Moutinho, L.
PY  - 2021
SP  - 19-41
SN  - 0873-2949
UR  - https://www.ipam.pt/porto/investigacao/rpm
AB  - The paper aims at contributing to a more effective creation and management of slogans, testing how slogans variety and emotions conveyed by slogans influences consumers’ willingness to recall a brand. A focus group setting was established to select appropriate brands and products for the study. Evidence was found that emotions, the antiquity of a brand and brand name have a positive relationship with brand recall, whereas a negative relationship is found with the length of slogans and the involvement presumed. Gender moderates the recall of brands and products, with men preferring brands having slogans with more extreme ratings of arousal, and women preferring slogans that are more spontaneous and sensitive.
ER  -