- Clear, creative slogans that provide an association with a product’s benefits, strengthen brand alignment, and serve as a compelling signature for the brand.
- Inclusion of the product’s benefits in a slogan moderates the effects of creativity and jingle on brand alignment.
- If the slogan messages have clarity, however, the inclusion of benefit information has limited moderating effects.
- The use of rhyming is not helpful for slogan–brand alignment.
The role of brand identity in strengthening brand–customer connection has become more critical (Verlegh, Bernritter, Gruber et al., 2021). As the COVID-19 pandemic shapes...