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The Effect of In-Store TV on Customer-Based Brand Equity

Üffing, Christian and Stasing, Verena (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.
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author
Üffing, Christian and Stasing, Verena
supervisor
organization
year
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},
  keyword      = {in-store marketing,brand equity,atmospherics,in-store TV,store environment,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {The Effect of In-Store TV on Customer-Based Brand Equity},
  year         = {2009},
}