Understanding message (de)coding in multi-lingual slogans: industrial perspectives from Turkey and Russia

What is it about?

Semantic slogan design has an important influence on firms' communication with its customers. We investigated 56 slogan pairs launched for the same brands and simultaneously in use in Turkey and Russia. Results show that 'same-brand but different-language' slogans differ semantically between the markets, and industrial competition structure impacts on this semantic difference.

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