Misra, S., & Jain, S. (1971). Effect of fittingness, type of goods, and type of slogan on brand awareness. Journal of Applied Psychology, 55(6), 580-585.
http://dx.doi.org/10.1037/h0032046
Ran 72 adult male indians in an experiment testing the hypotheses that (a) fitting brand names would produce greater brand awareness than nonfitting brand names; (b) brand awareness would be superior for shopping goods than for convenience goods; and (c) an unqualified slogan describing a particular product would show better brand awareness than a qualified slogan describing the same product, although the superiority of unqualified slogans with respect to brand recall would tend to dissipate over time. Results confirm hypotheses a and b, but fail to support hypothesis C. (PsycINFO Database Record (c) 2016 APA, all rights reserved)