Effect of corporate slogan on decision making of consumers

Corporate slogan is used by organizations as marketing stimulus as a part of corporate identity. Even though almost every big organization likes to use slogan as a marketing stimulus, it is not sure whether corporate slogans compel consumers to buy the product or services. To test if decision making is the function of corporate slogan, an experiment was conducted. A sample of 102 consumers was used by simple random sampling method. Participants were 32 boys and 70 girls gender-wise, and divided equally into experimental group and control group by random assignment. An audio- visual advertisement was shown to the participants and later given chance to respond, “how likely are you to buy the service?” in a rating scale where 0 meant ‘totally unlikely’ and 10 meant ‘sure’. The advertisement consisted of bilingual corporate slogan for experimental group. For control group, the advertisement was totally the same except it did not include any corporate slogan. The data showed that decision making is not the function of corporate slogan. Keywords: Organization; consumer behaviour; marketing; advertisement; unique selling proposition; corporate identity; bran