The Effect of In-Store TV on Customer-Based Brand Equity
(2009)Department of Business Administration
- Abstract
- The purpose of the study is to provide empirical evidence if the exposure to in-store TV in retail stores does effect customer-based brand equity of the advertised product. A cross-sectional research design and a deductive approach to theory are used. The quantitative data consists of structured observations and structured interviews with a sample size of n=169. A control group was used to be able to compare brand equity levels. The findings indicate that in-store TV can in fact influence customer-based brand equity. A causal relationship between the two objects of study is confirmed. The brand equity dimension that showed a significant impact is uniqueness.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1437402
- author
- Üffing, Christian and Stasing, Verena
- supervisor
- organization
- year
- 2009
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- in-store marketing, brand equity, atmospherics, in-store TV, store environment, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1437402
- date added to LUP
- 2009-06-02 00:00:00
- date last changed
- 2012-04-02 17:38:26
@misc{1437402, abstract = {{The purpose of the study is to provide empirical evidence if the exposure to in-store TV in retail stores does effect customer-based brand equity of the advertised product. A cross-sectional research design and a deductive approach to theory are used. The quantitative data consists of structured observations and structured interviews with a sample size of n=169. A control group was used to be able to compare brand equity levels. The findings indicate that in-store TV can in fact influence customer-based brand equity. A causal relationship between the two objects of study is confirmed. The brand equity dimension that showed a significant impact is uniqueness.}}, author = {{Üffing, Christian and Stasing, Verena}}, language = {{swe}}, note = {{Student Paper}}, title = {{The Effect of In-Store TV on Customer-Based Brand Equity}}, year = {{2009}}, }