شناسایی ویژگی‌های ساختاری و محتوایی مورد انتظار مشتریان از شعارهای تبلیغاتی بانک

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9-   Kohli, C., Leuthesser, L., Suri, R. (2007). Got Slogan? Guideline for Creating Effective Slogans. Business Horizon, 50, 415-422.

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11-         Lowrey, T. M. (1998). The Effects of Syntactic Complexity on Advertising Persuasiveness. Journal of Consumer Psychology, 7, 182-206.

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14-         Meeds, R. (1999). The Effects of Technical Language and Sentence Level Context of Consumers' Processing of Ad Copy for High-Tech Products. Paper presented at the American Academy of Advertising Conference, Albuquerque, NM.

15-        Pryor, K., & J. Brodie, R. (1998). How Advertising Slogans Can Prime Evaluations of Brand Extensions: Further Empirical Results. Journal of Product & Brand Management , 7(6), 497-508.

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