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Effects of In-store Promotions on Brand Awareness

Gustavo Pinke Rodrigues, Luiz (2010)
Department of Business Administration
Abstract
Title: Effects of In-store Promotions on Brand Awareness Date of the Seminar: June 2nd Course: BUS 808. Master thesis in international marketing Author: Luiz Gustavo Pinke Rodrigues Advisor: Karin Alm Examinator: Ulf Johansson Keywords: In-store promotion, Brand Awareness, Consumer buying intention, Retailer, Point-of-Purchase Thesis purpose: This thesis is aiming at bringing brand into consideration by investigating the effects in-store promotions have on brand awareness in consumers’ real shopping experience. . Methodology: The method used was a qualitative approach and a survey. Interviews were conducted by using photo-elicitation method in order to answer the questions regarding each in-store promotion used. Theoretical perspective:... (More)
Title: Effects of In-store Promotions on Brand Awareness Date of the Seminar: June 2nd Course: BUS 808. Master thesis in international marketing Author: Luiz Gustavo Pinke Rodrigues Advisor: Karin Alm Examinator: Ulf Johansson Keywords: In-store promotion, Brand Awareness, Consumer buying intention, Retailer, Point-of-Purchase Thesis purpose: This thesis is aiming at bringing brand into consideration by investigating the effects in-store promotions have on brand awareness in consumers’ real shopping experience. . Methodology: The method used was a qualitative approach and a survey. Interviews were conducted by using photo-elicitation method in order to answer the questions regarding each in-store promotion used. Theoretical perspective: In-store marketing theories, exposures and consumers attention, brand awareness, brand recognition and brand recall and consumers buying intentions. Empirical data: Semi-structured interviews using photo elicitation Conclusion: This study investigated if in-store promotions have effects on brand awareness in a real shopping environment by using three types of promotions activities such as: POP Display, Premium Promotion and Sampling. By conducting interviews the study has shown the effects created by in-store promotions on brand awareness and on consumer’s buying intention as well. (Less)
Please use this url to cite or link to this publication:
author
Gustavo Pinke Rodrigues, Luiz
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
In-store promotion, Brand Awareness, Consumer buying intention, Retailer, Point-of-Purchase, Management of enterprises, Företagsledning, management
language
Swedish
id
2172097
date added to LUP
2010-06-02 00:00:00
date last changed
2012-06-19 11:30:18
@misc{2172097,
  abstract     = {Title: Effects of In-store Promotions on Brand Awareness Date of the Seminar: June 2nd Course: BUS 808. Master thesis in international marketing Author: Luiz Gustavo Pinke Rodrigues Advisor: Karin Alm Examinator: Ulf Johansson Keywords: In-store promotion, Brand Awareness, Consumer buying intention, Retailer, Point-of-Purchase Thesis purpose:	This thesis is aiming at bringing brand into consideration by investigating the effects in-store promotions have on brand awareness in consumers’ real shopping experience. . Methodology: The method used was a qualitative approach and a survey. Interviews were conducted by using photo-elicitation method in order to answer the questions regarding each in-store promotion used. Theoretical perspective: In-store marketing theories, exposures and consumers attention, brand awareness, brand recognition and brand recall and consumers buying intentions. Empirical data:	Semi-structured interviews using photo elicitation Conclusion:	This study investigated if in-store promotions have effects on brand awareness in a real shopping environment by using three types of promotions activities such as: POP Display, Premium Promotion and Sampling. By conducting interviews the study has shown the effects created by in-store promotions on brand awareness and on consumer’s buying intention as well.},
  author       = {Gustavo Pinke Rodrigues, Luiz},
  keyword      = {In-store promotion,Brand Awareness,Consumer buying intention,Retailer,Point-of-Purchase,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Effects of In-store Promotions on Brand Awareness},
  year         = {2010},
}