Effects of In-store Promotions on Brand Awareness
(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:
http://lup.lub.lu.se/student-papers/record/2172097
- author
- Gustavo Pinke Rodrigues, Luiz
- supervisor
- organization
- year
- 2010
- 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}},
language = {{swe}},
note = {{Student Paper}},
title = {{Effects of In-store Promotions on Brand Awareness}},
year = {{2010}},
}