*Noraziah Mohd Amin, Nursafwah Tugiman, Mohamad-Noor Salehhuddin Sharipudin

Abstract:

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.

Keywords: Slogan familiarity, slogan attitude, brand attitude, healthy food, gender