DO TAGLINES HAVE A POSITIVE IMPACT ON BUILDING THE BRAND PERCEPTION? A CASE STUDY ON KIT KAT
Download| Volume 12 Issue 1 2016 | |
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| Author(s): |
Farooq-E Azam Cheema
Saba Rehman
Sayma Zia
Mustaghis Ur Rehman
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| Abstract | This study, focusing on the relationship of tagline and brand image, finds the impact of Kit-Kat’s tagline on the product’s popularity. Methodology: For this purpose, a correlational test and regression analysis have been conducted. The data was collected by preselected enumerator through shoppers’ intercepts method by collecting the responses of 378 consumers of KitKat. The findings of the study suggest that taglines not only have a strong impact on brand perception but they also help in creating strong brand associations. Kit Kat is a famous brand that has various attributes and has gained popularity among the customers not just because of its tagline but because of various other elements. The study has concluded that the tagline of the brand has a strong impact on building positive brand perception about Kit Kat. This study contributes to knowledge development on brand management and it might be helpful to other companies in designing their products’ taglines around correct parameters. However, the limitation of this research is that it is based on the respondents of one area of Karachi. Hence, results may differ if this study is conducted in a wider geographical area with a bigger sample size. |
| Keywords | Brand perception, Brand Awareness, Brand positioning, Product Taglines |
| Year | 2016 |
| Volume | 12 |
| Issue | 1 |
| Type | Short Report |
| Recognized by | Higher Education Commission of Pakistan, HEC | Category | "Y" | Journal Name | IBT Journal of Business Studies | Publisher Name | ILMA University | Jel Classification | - | DOI | http://dx.doi.org/10.46745/ilma.jbs.2016.12.01.05 | ISSN no (E, Electronic) | 2409-6520 | ISSN no (P, Print) | 2416-8393 | Country | Pakistan | City | Karachi | Institution Type | University | Journal Type | Open Access | Manuscript Processing | Blind Peer Reviewed | Format | Paper Link | http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/12.1/5.pdf | Page | 52-64 |