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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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Bibliographic Details
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/

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