This is a screening method guide. The main focus is how to optimize paper sorting for the analysis of wordplay vs. ordinary slogans on brand authenticity-related outcomes.

All filtering is done using Python, with input from 430 papers in Table 1.

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Stage 1 — Business Field

Purpose: To ensure that the filtered studies are from the business field, focusing on marketing, branding, and consumer behavior.

Inclusion Indicators:

• Business subject area
• Business-related journals

Rationale: The RQ requires studies from business disciplines that examine marketing and branding phenomena.

Output: 452 studies in Table 1 - Business.

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Stage 2 — Peer-Reviewed

Purpose: To ensure that only peer-reviewed journal articles are included, excluding book chapters, conference papers, and other non-journal publications.

Inclusion Indicators:

• SRCTYPE(j) filter in Scopus
• Journal articles only
• Exclude book chapters, conference papers, editorials

Rationale: Peer-reviewed journal articles ensure academic rigor and validity for the systematic literature review.

Output: 381 studies in Table 2 - Peer-Reviewed Papers.

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Stage 3 — Slogan Message Filter

Purpose:
To ensure that the messages studied are slogan-like units and similar.

Inclusion Indicators:

• slogan
• tagline
• catchphrase
• brand message
• advertising message
• campaign message
• brand claim
• product slogan
• short message

Rationale:
The RQ aims to compare ambiguous vs. ordinary slogans, so studies that include slogan-level messages are needed.

Output:
372 papers in Table 3 - Slogan.

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Summary

Stage	Filter Applied	Purpose	Output
0	Initial study	Ensure broad, relevant study	430
1	Business field	Ensure business discipline focus	452
2	Peer-reviewed	Ensure academic rigor	TBD
3	Slogan message	Ensure slogan-level messaging	372
4	Message wording variation	Ensure wording is experimentally varied	182
5	Authenticity-related	Ensure variable relevance	52

This produces a focused set of studies directly answering the RQ.

Final Output

52 papers