Rationale

This SLR needs empirical papers about slogan/wordplay, marketing/personal branding, and authenticity perception.

Title filter

• Condition 1: slogan, wordplay, and similar terms
• Condition 2: marketing/personal branding and similar terms
• Condition 3: authenticity perception and similar terms
• Condition 4: empirical studies and similar terms

Inclusion filter

• Ony include studies in English

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Initial Query (Scopus)

Based on the rationale above, here’s a combined query of 6 conditions:

TITLE-ABS-KEY (
  (
    "slogan" OR "slogans" OR "tagline" OR "taglines" OR "brand message" OR "advertising message" OR "campaign message" OR "wordplay" OR "pun" OR "polysemy" OR "double meaning" OR "ambiguous message"
  )
  AND
  (
    (
      "advertis*" OR "marketing" OR "brand" OR "consumer" OR "campaign" OR "persuasion" OR "communication"
    )
    OR (
      "personal brand" OR "personal branding"
    )
  )
  AND
  (
    "experiment" OR "survey" OR "participants" OR "consumer study" OR "empirical" OR "field study"
  )
)

LIMIT-TO ( LANGUAGE , "English" )
AND (LIMIT-TO(SUBJAREA, "BUSI") )

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Output

1380 studies

Next step: continue to PRISMA Screening.