Exploring T-shirt slogans by content and thematic analysis

Abstract

ABSTRACT Despite the popularity of t-shirts and slogans' usage on t-shirts, there is virtually no empirical research on t-shirt slogans. This study aims to answer three research questions namely: (1) What are the popular t-shirt slogans? (2) Who are the companies' selling t-shirts with slogans? (3) What are the characteristics of the slogans that are liked by young consumers? Content and thematic analysis were used to analyze the responses. We believe the findings of this research can serve as a foundation for future research on t-shirt slogans and contribute to the existing body of knowledge on slogans.