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: Mohd Amin, Noraziah, Tugiman, Nursafwah, Sharipudin, Mohamad-Noor Salehhuddin
Format: Article
Published: Taylor's University 2023
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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spelling my.upm.eprints.1080822024-09-10T07:36:32Z http://psasir.upm.edu.my/id/eprint/108082/ Gender differences in brand attitude towards real unhealthy and fictitious healthy brands: The role of slogan familiarity Mohd Amin, Noraziah Tugiman, Nursafwah Sharipudin, Mohamad-Noor Salehhuddin 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 this context. This study investigates consumer familiarity with real unhealthy and fictitious healthy slogans and examines how consumers evaluate these slogans, which ultimately influences their brand attitude. A mixed-method approach was employed to address the research questions and hypotheses. First, a content analysis was conducted using relevant literature on slogan familiarity and brand attitude from 2007 to 2022. Subsequently, advertisement stimuli were developed based on the content analysis findings. Next, a questionnaire survey was conducted involving 122 local university students in Malaysia. The results indicate that respondents who were familiar with real slogans tended to have a positive attitude towards real brands, while participants more familiar with fictitious healthy brands exhibited a positive attitude towards fictitious healthy brands. Interestingly, gender was found to interact with slogan familiarity, specifically for fictitious healthy brands, and this effect was predominantly true for female participants only. Female consumers were found to be more affected by the slogan or messaging strategy for healthy products compared to male consumers, even for unfamiliar brands. Based on the research findings, marketers may consider tailoring their branding strategies to align with their target consumers brand exposure, slogan familiarity, and demographic characteristics, such as gender. Taylor's University 2023 Article PeerReviewed Mohd Amin, Noraziah and Tugiman, Nursafwah and Sharipudin, Mohamad-Noor Salehhuddin (2023) Gender differences in brand attitude towards real unhealthy and fictitious healthy brands: The role of slogan familiarity. SEARCH-Journal Of Media And Communication Research (spec. ICMS 2021). pp. 131-145. ISSN 2672-7080 https://fslmjournals.taylors.edu.my/category/search-journal-of-media-and-communication-research-search/2023/special-issue-icms-2021/
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description 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 this context. This study investigates consumer familiarity with real unhealthy and fictitious healthy slogans and examines how consumers evaluate these slogans, which ultimately influences their brand attitude. A mixed-method approach was employed to address the research questions and hypotheses. First, a content analysis was conducted using relevant literature on slogan familiarity and brand attitude from 2007 to 2022. Subsequently, advertisement stimuli were developed based on the content analysis findings. Next, a questionnaire survey was conducted involving 122 local university students in Malaysia. The results indicate that respondents who were familiar with real slogans tended to have a positive attitude towards real brands, while participants more familiar with fictitious healthy brands exhibited a positive attitude towards fictitious healthy brands. Interestingly, gender was found to interact with slogan familiarity, specifically for fictitious healthy brands, and this effect was predominantly true for female participants only. Female consumers were found to be more affected by the slogan or messaging strategy for healthy products compared to male consumers, even for unfamiliar brands. Based on the research findings, marketers may consider tailoring their branding strategies to align with their target consumers brand exposure, slogan familiarity, and demographic characteristics, such as gender.
format Article
author Mohd Amin, Noraziah
Tugiman, Nursafwah
Sharipudin, Mohamad-Noor Salehhuddin
spellingShingle Mohd Amin, Noraziah
Tugiman, Nursafwah
Sharipudin, Mohamad-Noor Salehhuddin
Gender differences in brand attitude towards real unhealthy and fictitious healthy brands: The role of slogan familiarity
author_facet Mohd Amin, Noraziah
Tugiman, Nursafwah
Sharipudin, Mohamad-Noor Salehhuddin
author_sort Mohd Amin, Noraziah
title Gender differences in brand attitude towards real unhealthy and fictitious healthy brands: The role of slogan familiarity
title_short Gender differences in brand attitude towards real unhealthy and fictitious healthy brands: The role of slogan familiarity
title_full Gender differences in brand attitude towards real unhealthy and fictitious healthy brands: The role of slogan familiarity
title_fullStr Gender differences in brand attitude towards real unhealthy and fictitious healthy brands: The role of slogan familiarity
title_full_unstemmed Gender differences in brand attitude towards real unhealthy and fictitious healthy brands: The role of slogan familiarity
title_sort gender differences in brand attitude towards real unhealthy and fictitious healthy brands: the role of slogan familiarity
publisher Taylor's University
publishDate 2023
url 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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score 13.2014675