The effect of in-store TV in supermarkets on customer-based brand equity for consumer goods PDF Download
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Author: Christian Üffing
Publisher: GRIN Verlag
ISBN: 3640422368
Category : Business & Economics
Languages : en
Pages : 69
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Book Description
Master's Thesis from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: B , Lund University, language: English, 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. The aim is to verify if a causal relationship between in-store TV and brand equity exists. The underlying research philosophy of this thesis is positivism. 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 empirical work was performed in the Swedish supermarket ICA Kvantum Mobilia in Malmö. Consumers that passed the in-store TV were observed and afterwards surveyed with a questionnaire. A comparison of consumers that viewed the TV with those who did not, makes it possible to analyze and compare customer-based brand equity. 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: Christian Üffing
Publisher: GRIN Verlag
ISBN: 3640422368
Category : Business & Economics
Languages : en
Pages : 69
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Book Description
Master's Thesis from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: B , Lund University, language: English, 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. The aim is to verify if a causal relationship between in-store TV and brand equity exists. The underlying research philosophy of this thesis is positivism. 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 empirical work was performed in the Swedish supermarket ICA Kvantum Mobilia in Malmö. Consumers that passed the in-store TV were observed and afterwards surveyed with a questionnaire. A comparison of consumers that viewed the TV with those who did not, makes it possible to analyze and compare customer-based brand equity. 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: Veselinova, Elena
Publisher: IGI Global
ISBN: 1522524185
Category : Business & Economics
Languages : en
Pages : 400
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Book Description
The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business.
Author: Dr. Sarita A. Dhawale
Publisher: Thakur Publication Private Limited
ISBN: 9357550283
Category : Education
Languages : en
Pages : 184
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Book Description
Buy Digital Business e-Book for Mba 1st Semester in English language specially designed for SPPU ( Savitribai Phule Pune University ,Maharashtra) By Thakur publication.
Author: Michael R. Solomon
Publisher: Routledge
ISBN: 1315526913
Category : Business & Economics
Languages : en
Pages : 751
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Book Description
The key to marketing is understanding and satisfying consumer needs, thus a knowledge of consumer behavior is essential to any organization dealing with customers, users, or clients. This book promises to be a contemporary classic. It brings together an international set of scholars, many of whom are "household names", to examine the diverse approaches to consumer behavior topics. The editors employ a micro to macro structure, dividing each topic into three parts: one reflecting foundational work, one focused on emerging trends, and one covering practical applications. Each part examines the relationship between consumer behaviour and motivation, including well-being, gender, social class, and more, and concludes with practitioner perspectives on the challenges and opportunities that come with understanding customers. Readers will gain insight into how drives that are constantly in flux relate to other aspects of human cognition and behavior, allowing them to reach customers successfully, and to meet their needs. With contributions from leading scholars, including Sidney Levy and Jagdish Sheth, this volume sets the standard as the most comprehensive, cutting-edge resource on the subject of consumer behavior. Students of consumer behaviour and marketing will find this a useful exploration of a fast-moving field, fundamental to the welfare of companies, government, non-profits, and consumers. It will also benefit new and established academic researchers as well as practitioners who want to stay on top of current knowledge.
Author:
Publisher:
ISBN:
Category : Statistics
Languages : en
Pages : 608
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Book Description
Author: Ghalia Boustani
Publisher: Routledge
ISBN: 1000422445
Category : Business & Economics
Languages : en
Pages : 104
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Book Description
Ephemeral stores, also known as pop-up stores, have existed since the beginning of trade between consumers. They appeared in city centres, villages or other convenient places where they proposed an offering and then disappeared as soon as its offering was wearied. This is a very similar experience to the current phenomenon; ephemeral stores appear unannounced and disappear without notice or can morph into something else. Brands adopt these stores because of the array of benefits they present and their characterizing features. Consumers, on the other hand, are not only positively reactive to ephemeral stores, they actively demand these novel, engaging, satisfying or beneficial stores more than ever as they provide them with constant change and surprise. Focusing on ephemeral retailing, this book aims to provide a clear understanding of what it is, how it developed and why it gained importance in today’s busy retail scene. As many brands are adopting ephemeral stores into their distribution channels or using them as unique touchpoints, this book proposes a categorization of ephemeral retailing, explaining different ephemeral store vocations based on different brand strategies and objectives. With many professional opinions about ephemeral stores and a body of academic research developing, this book aims to combine all knowledge about the topic into one concise publication: it clarifies, consolidates and creates a clear understanding about the topic of ephemeral retailing that will inform future research and activity. The book is written for academics, students and retail professionals with an interest in relevant fields such as retail marketing and management, brand management and distribution.
Author:
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ISBN:
Category : Advertising
Languages : en
Pages : 672
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Book Description
Author: Oswaal Editorial Board
Publisher: Oswaal Books
ISBN: 9362390574
Category : Study Aids
Languages : en
Pages : 369
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Book Description
Welcome to a fresh approach to assessment and learning through this comprehensive book, designed as a versatile learning tool featuring a variety of typologies. Assessing the application of knowledge and skills to real-world contexts and using authentic problems which draw on real-life data are key features of Competency-Based Education (CBE) assessment promoted by the CBSE. A Holistic Approach to Learning: Education today is not just about knowing and recalling; it is about developing competencies that enable critical thinking, problem-solving, real-life application and adaptability. This book offers a holistic approach to learning, covering a wide range of subjects. Each subject is examined using various question formats, ensuring students are well-prepared and confident in tackling competency-based questions. Enhancing Competencies: Our aim is not just to prepare students for exams but to foster a deeper understanding and proficiency in each subject area. This book is designed to enhance various competencies using: 🌟 Bloom’s Taxonomy for each question 🧠 Core Concepts for Quick Recall 📊 Levels 1 & 2 Questions from Core CBSE Resources 📖 MCQs & Case Based Questions for extensive practice 📚 Detailed Answers for conceptual clarity Structured Learning Path: Each section of the book is meticulously structured to guide students through a progressive learning path. Beginning with fundamental concepts and advancing to more complex applications, the book ensures a gradual and comprehensive build-up of skills. Education is a journey of discovery. This book equips students to navigate modern education's complexities, fostering confidence and curiosity for academic excellence. Embark confidently, and happy learning!
Author: Xi Li
Publisher: Frontiers Media SA
ISBN: 2832538118
Category : Science
Languages : en
Pages : 348
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Book Description
Author:
Publisher:
ISBN:
Category : Cable television
Languages : en
Pages : 472
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