The halo effect in slogan contexts: how does brand name pronounceability impact slogan persuasiveness?

Changeable slogans are often used to elicit positive attitudes among consumers, whose persuasiveness is of paramount importance. However, the halo effect of brand name features on slogan persuasiveness has never been identified. Based on Gestalt principles of brand name spelling, this work reveals that brand name pronounceability (easy-to-pronounce vs. difficult-to-pronounce) enhances slogan persuasiveness by improving the sense of order, but the basic effect is attenuated in the cases of rhythmic (vs. non-rhythmic) slogans and consumers high in promotion focus (vs. prevention focus). Theoretical contributions to the literature on brand name pronounceability, Gestalt principles, fluency, the sense of order, slogan persuasiveness, and consumer regulatory focus are discussed, as well as actionable guidance for brand managers and ad practitioners.