Effect of fittingness, type of goods, and type of slogan on brand awareness

Abstract

Ran 72 adult male indians in an experiment testing the hypotheses that (a) fitting brand names would produce greater brand awareness than nonfitting brand names; (b) brand awareness would be superior for shopping goods than for convenience goods; and (c) an unqualified slogan describing a particular product would show better brand awareness than a qualified slogan describing the same product, although the superiority of unqualified slogans with respect to brand recall would tend to dissipate over time. Results confirm hypotheses a and b, but fail to support hypothesis C. (PsycInfo Database Record (c) 2025 APA, all rights reserved)