Research On The Interactive Effects Of Brand Slogan Appeal And Font Type On Purchase Intention

A good brand slogan can convey product feature information and trigger emotional resonance through text content,thus enhancing brand image and popularity.Brand slogans often use advertising as the carrier to express different appeals(rational/emotional).For example,the classic brand slogan "Fear of getting angry and drinking Wang Lao Ji" is used to promote the efficacy of products and express rational appeals."Rejoice,is so confident",through the display of confidence emotion propaganda,express emotional appeal.It can be seen that the different demands reflected in the text content are crucial to the promotion of brand advertising.At the same time,the external visual presentation of the slogan is also important.As a type of external visual presentation,fonts convey different brand personalities through their unique aesthetic and design sense.According to the classification,it can be divided into handwritten and printed.Handwritten can help the brand to convey friendly humanized perception,while printed can help the brand to convey professional characteristics.According to the perceived consistency of the font,when there is a matching consistency between the brand name(product category)and the font type,customers will have a certain preference for the product,thus increasing the purchase times.When the appeal content of the brand slogan matches the font type,will it lead to more active consumption behavior because of the consistency of font perception?According to the regulation orientation theory,all goal-oriented behaviors of individuals are regulated by the system of promotion orientation and prevention orientation.Studies have shown that consumers who promote targeting are more likely to make judgments based on their subjective emotional responses to advertisements;Preventative targeting consumers are more likely to make judgments based on substantive information about the products advertised.It is also of great benefit to study the consumer tendency of different psychological characteristics of consumers and the demands of different brand slogans for enterprises to propose targeted personalized marketing programs.This study focuses on the matching effect between brand slogan appeal and font type to explore how it affects consumers’ purchase intention.In this study,two empirical studies were conducted by situational experiment method.Experiment 1 explored the influence of brand slogan appeal(emotional appeal/rational appeal)and font type(handwritten/printed)on purchase intention,and tested the mediating role of processing fluency.In experiment 2,the main effect was again tested by changing the experimental stimulus,and the moderating effect of individual regulatory orientation(preventive orientation/facilitative orientation)was also examined.Through data collection and analysis,the following three conclusions are reached: First,brand slogan appeal and font type significantly affect consumers’ purchase intention.When the brand slogan is emotional,the use of handwriting will lead to a more positive purchase intention than print.On the contrary,when the brand slogan is rational appeal,the use of print will lead to a more active purchase intention than handwritten.Second,processing fluency mediates the impact of the interaction between brand slogan appeal(emotional appeal/rational appeal)and slogan font(handwritten/printed)on consumers’ purchase intention.When the brand slogan appeal is more consistent with the font type,it will lead to higher processing fluency,and further strengthen the purchase intention.Third,individual regulatory orientation plays a moderating role in the main effect.For prevention-oriented consumers,when a brand’s rational slogan appeal is matched with printing,it will lead to a more active purchase intention.For consumers promoting orientation,emotional brand slogan appeal combined with handwriting will lead to more positive purchase intention.Based on the above experimental conclusions,this study puts forward two suggestions for marketing management: First,strengthen the matching degree between the content of brand slogan appeal and the form of visual presentation.Second,carry out targeted and differentiated marketing for consumers with different individual adjustment orientation.Or,through the external stimulus to manipulate the psychological state of consumers,so that it is more suitable for the marketing environment.