2. Methodology

Executive Summary

This chapter outlines the rigorous PRISMA-compliant systematic literature review methodology employed to synthesize evidence on linguistic ambiguity and authenticity perception in advertising. The methodology addresses the fragmented nature of existing research by implementing a structured, transparent, and replicable process that minimizes researcher bias while integrating diverse disciplinary perspectives.

Research Approach and Rationale

The study adopts a systematic literature review approach following PRISMA 2020 guidelines, chosen specifically to address the methodological inconsistencies and theoretical fragmentation in existing ambiguity-authenticity research. Unlike narrative reviews, this systematic approach provides explicit protocols for search strategy, study selection, and data synthesis, enabling comprehensive integration of evidence across marketing, linguistics, psychology, and communication disciplines.

Search Strategy and Database Selection

A comprehensive search was conducted in Scopus database, selected for its extensive coverage of peer-reviewed journals across relevant fields. The search protocol employed an iterative refinement process, evolving from broad concepts to precise Boolean queries combining terms related to slogans, taglines, wordplay, ambiguity, advertising, and marketing. The initial search yielded 1,461 records without date limitations to ensure thorough coverage of foundational research while incorporating recent advancements.

Systematic Screening Process

The multi-stage screening process followed PRISMA guidelines with explicit inclusion and exclusion criteria:

Inclusion Criteria:

• Empirical studies (experiments, surveys, qualitative investigations)
• Focus on slogans, taglines, or verbal brand messaging
• Examination of consumer outcomes (authenticity, trust, evaluation, identity)
• Publication in peer-reviewed English-language journals or conferences

Exclusion Criteria:

• Purely theoretical or conceptual papers without empirical data
• Studies focusing exclusively on visual or non-verbal elements
• Research examining ambiguity in non-branding contexts
• Book chapters, editorials, or non-peer-reviewed publications
• Duplicate datasets or multiple publications from same study

The screening process reduced 1,461 initial records to 42 final studies through systematic filtering: non-English articles removed (1,380 retained), subject-area filters applied (452 business studies), peer-reviewed articles identified (381), duplicates removed (368), criteria-based screening (169), linguistic relevance screening (93), and final focus on ambiguous wordplay messages (42).

Data Extraction Framework

A comprehensive coding framework was developed to systematically extract relevant information across four primary categories:

Study Characteristics:

• Authors, publication year, journal, disciplinary classification
• Research methodology (experimental, survey, mixed methods)
• Sample characteristics (size, demographics, cultural context)

Ambiguity Classification:

• Type: Metaphorical, rhetorical, polysemic, pun-based
• Operationalization: Definition and manipulation approaches
• Context: Product category, brand type, communication medium

Authenticity Indicators:

• Identity and self-congruence: Value alignment, identity fit, sincerity, realness
• Trust and credibility: Honesty, reliability, transparency

Additional Variables:

• Mediating factors: Cognitive elaboration, affective response, perceived persuasion
• Moderating factors: Cultural context, product involvement, consumer expertise

Analytical Approach

The synthesis employed both quantitative and qualitative approaches to provide comprehensive understanding:

Quantitative Analysis:

• Descriptive statistics of research landscape (publication trends, disciplinary distribution)
• Frequency analysis of ambiguity types and authenticity measures
• Meta-analytic techniques where appropriate for comparable studies

Qualitative Thematic Analysis:

• Inductive coding of mechanisms linking ambiguity to authenticity
• Identification of contextual factors and boundary conditions
• Contradiction analysis examining conflicting findings and explanations

Integration Strategy:

• Convergence analysis comparing quantitative patterns with qualitative themes
• Triangulation of findings from different methodological approaches
• Development of integrated framework explaining both patterns and mechanisms

Quality Assessment and Reliability

Methodological quality assessment utilized modified criteria from established systematic review guidelines in marketing and communication research. The synthesis process followed established guidelines for thematic analysis in systematic reviews, with themes identified through iterative coding processes involving multiple reviewers to ensure reliability and validity of findings. Coding reliability was assessed through periodic inter-coder agreement checks, with discrepancies resolved through discussion and consensus.

This methodological approach ensures comprehensive, transparent, and replicable synthesis of existing knowledge regarding the relationship between linguistic ambiguity and authenticity perception in brand communication, providing a solid foundation for the theoretical insights and practical implications presented in subsequent chapters.

2.1. Research Approach

2.1.1. Rationale for Systematic Review

Traditional narrative reviews, while valuable for theoretical development, suffer from several limitations that make them inadequate for addressing the identified research gap. These limitations include potential selection bias, lack of transparency in search processes, and difficulty in replicating findings (Moher et al., 2009). The fragmented nature of existing research across disciplines—marketing, linguistics, and psychology—further necessitates a systematic approach that can integrate diverse perspectives while maintaining methodological rigor.

A systematic literature review provides the methodological foundation needed to synthesize evidence across disciplinary boundaries while minimizing researcher bias through explicit, replicable processes (Tranfield et al., 2003). This approach is particularly valuable for emerging research areas like ambiguity-authenticity relationships, where theoretical frameworks remain underdeveloped and empirical findings scattered across diverse publication venues.

2.1.2. Epistemological Positioning

This review adopts a primarily positivist approach to pattern identification and evidence synthesis, recognizing the value of systematic processes in establishing reliable knowledge foundations. However, interpretive elements are incorporated through thematic analysis that acknowledges the complex, context-dependent nature of authenticity perception (Pawson, 2006).

The methodology balances quantitative mapping of research landscapes with qualitative synthesis of theoretical insights, reflecting the multifaceted nature of the ambiguity-authenticity phenomenon. This mixed epistemological position allows for both comprehensive coverage of existing evidence and deeper understanding of underlying mechanisms and contextual factors.

2.2. Search Strategy

A thorough search was carried out in Scopus, selected for its extensive range of peer-reviewed journals in the fields of marketing, advertising, psychology, communication, and consumer behavior (Elsevier, 2023). The search protocol evolved through a process of continuous improvement, starting with general ideas and gradually focusing on more precise terms. The study integrated concepts related to slogans, taglines, wordplay, and ambiguity within the realms of advertising and marketing, while also focusing specifically on empirical designs. The complete Boolean query can be found in the Appendix. The first search yielded 1,461 records, which served as the foundation for a systematic multi-stage screening process. The search was carried out without any date limitations to guarantee a thorough exploration of essential research, while also incorporating the latest advancements in the field.

2.3. Inclusion and Exclusion Criteria

The screening process included the application of clear inclusion and exclusion criteria to guarantee that only the most pertinent studies were chosen for the synthesis. We included studies that were empirical in nature, such as experiments, surveys, or qualitative investigations. These studies needed to focus on slogans, taglines, or other forms of verbal brand messaging, and they should have explored consumer outcomes like authenticity, trust, evaluation, or identity. Additionally, the studies had to be published in English in peer-reviewed journals or conference proceedings.

The criteria for exclusion encompassed papers that were purely theoretical or conceptual in nature and lacked empirical data, studies that concentrated solely on visual or non-verbal components, research that investigated ambiguity in contexts not related to branding or consumer perception, as well as book chapters, editorials, non-peer-reviewed publications, and instances of duplicate datasets or multiple publications stemming from the same study. The first step in the screening process involved examining the studies’ metadata, including titles, keywords, and abstracts, with the aid of Python to implement the inclusion and exclusion criteria.

2.4. Screening Process

The selection process involved multiple stages and adhered to PRISMA guidelines to guarantee transparency and the ability to replicate the findings. Following the exclusion of non-English articles, a total of 1,380 records were retained. The application of subject-area filters narrowed the selection down to 452 studies focused on business. The peer-review process led to the identification of 381 articles, and after removing duplicates, we were left with 368 distinct records. The application of criteria-based screening resulted in the identification of 169 studies that met the eligibility requirements. Subsequently, a high-level screening focused on the relevance of linguistic or semantic message features resulted in the identification of 93 studies. Ultimately, the focus on advertising messages that are either ambiguous or rely on wordplay resulted in a compilation of 42 studies.

2.5. Data Extraction Procedure

A detailed and organized coding framework was created to methodically gather pertinent information from the studies that were included. The framework was organized into four primary categories.

The study characteristics included details such as the authors involved, the year of publication, the journal in which it appeared, the disciplinary classification, the research methodology employed (such as experimental, survey, or mixed methods), and the sample characteristics, which encompassed aspects like size, demographics, and cultural context. The classification of ambiguity outlined various types, including metaphorical, rhetorical, polysemic, and pun-based. It also described how each type was defined and manipulated, along with the context in which it occurred, such as product category, brand type, and communication medium.

The indicators of authenticity were categorized into two main areas: 1) identity and self-congruence, which includes aspects such as value alignment, identity fit, sincerity, and realness; and 2) trust and credibility, encompassing elements like honesty, reliability, and transparency. A study was classified as related to authenticity if it included constructs pertinent to either area.

2.6. Analytic Approach

The assessment of methodological quality was conducted by utilizing modified criteria derived from established systematic review guidelines within the fields of marketing and communication research (Kitchenham et al., 2009). The dataset comprised solely studies with ambiguous messages, leading to a descriptive synthesis rather than a comparative one. This review explores the recurring themes surrounding the impact of ambiguity on cognition, interpretation, and perceptions related to authenticity.

The synthesis used two main approaches. The quantitative analysis encompassed descriptive statistics to outline the research landscape, including trends in publications and the distribution across disciplines. It also involved frequency analysis of various types of ambiguity and measures of authenticity, along with the application of meta-analytic techniques when suitable. The qualitative thematic analysis included an inductive approach to coding the connections between ambiguity and authenticity, identifying contextual factors and boundary conditions, as well as conducting a targeted contradiction analysis to explore conflicting findings and possible explanations.

This methodological approach ensures comprehensive, transparent, and replicable synthesis of existing knowledge regarding the relationship between linguistic ambiguity and authenticity perception in brand communication.