The purpose of this paper is to extend the understanding of the influence of slogans (e.g. “Dare for More”) on brand awareness and purchase behaviour of students.,Data were collected thorough 34 in-depth face-to-face interviews with university students, using the customer decision process model as an approach.,The authors’ research confirmed that conciseness, rhythm and jingle are key features strengthening customers’ recall and recognition, both being moderators of slogans’ power. The role and influence of slogans depend on the stage of the customer decision-making process. Key influencers remain product quality, popularity and price, but appropriate and memorable slogans enhance products’ differentiation and sale.,The authors’ findings deliver a particular justification for marketers not to promise young consumers too much through slogans, as this leads to too high expectations adversely influencing their post-purchase feelings. During the information search, slogans can create or strengthen or weaken the willingness to buy the advertised product, depending on the slogan, thus emphasising the need for care over slogan design and use.,This research expands the understanding of slogans and brand awareness from the perspective of their impact on purchase behaviour. The results revealed that the model approach to shopping behaviour does not confirm the belief that slogans influence consumers the most during the phase of Evaluation of Alternatives. Slogans provide a reference point for young consumers to decide whether they are satisfied or dissatisfied with their purchase during the post-purchase phase and provide information during the information search phase. The authors’ results add to the literature in terms of the criteria determining consumers’ recognition and recall of slogans.

中文翻译：

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学生的口号，品牌和购买行为

本文旨在扩展口号（如“敢为人想”）对学生的品牌意识和购买行为的影响的理解。通过与大学生进行的34次深度面对面访谈，收集了数据通过研究客户决策过程模型，作者的研究证实，简洁，节奏和叮当声是增强客户回想力和认可度的关键特征，两者都是口号能力的调节者。标语的作用和影响取决于客户决策过程的阶段。主要的影响者仍然是产品质量，受欢迎程度和价格，但适当而令人难忘的口号会增强产品的差异性和销售。作者的发现为营销人员提供了一个特别的理由，即不要通过口号向年轻消费者承诺太多，因为这会导致过高的期望对他们的购买后感觉产生不利影响。在信息搜索过程中，标语可以根据标语创建或增强或削弱购买广告产品的意愿，从而强调了对标语设计和使用的谨慎需求。对购买行为影响的观点。结果表明，购物行为的模型方法并不能证实口号在“替代品评估”阶段对消费者的影响最大。标语为年轻消费者提供了一个参考点，以便他们决定在购买后阶段是否对购买感到满意或不满意，并在信息搜索阶段提供信息。