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.
Inhaltsverzeichnis (Table of Contents)
- CHAPTER 1 – Introduction
- 1.1 Problem discussion and research question
- 1.2 Purpose
- 1.3 Outline
- CHAPTER 2 - Theoretical Framework
- 2.1 In-store environment
- 2.1.1 Atmospherics
- 2.1.2 Point-of-purchase and decorations
- 2.1.3 In-store TV
- 2.2 Consumer Behavior
- 2.3 Brand equity
- 2.4 Other influences on customer-based brand equity
- 2.5 Conceptual framework
- 2.5.1 Excluding influential variables
- 2.5.2 In-store TV screen as stimulus
- 2.5.3 Customer-based brand equity
- 2.5.4 Consumer behavior response
- 2.5.5 Conceptual framework model
- 2.5.6 Hypotheses of the conceptual framework
- CHAPTER 3 - Methodology
- 3.1 Research philosophy
- 3.2 Research design
- 3.2.1 Design Type
- 3.2.2 Research Strategy
- 3.3 Method of data collection
- 3.3.1 Structured observation
- 3.3.2 Structured interviews
- 3.3.3 Questionnaire
- 3.3.4 Control group
- 3.4 Sampling
- 3.5 Data processing
- 3.6 Reliability, validity and generalizability
- 3.7 Limitations
- CHAPTER 4 - Empirical Findings
- 4.1 Sample distribution
- 4.2 Testing the conceptual framework: variables and hypotheses
- 4.2.1 Regression Analysis for testing the antecedent states
- 4.2.2 T-test Analysis for testing hypothesis H1
- 4.2.3 T-test Analysis for testing hypothesis H2
- 4.3 Discussion of the empirical data
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The main objective of this thesis is to provide empirical evidence on whether exposure to in-store TV in retail stores affects customer-based brand equity of the advertised product. The study aims to verify the existence of a causal relationship between in-store TV and brand equity.
- The impact of in-store television advertising on brand equity.
- The role of in-store atmospherics in shaping consumer behavior and brand perception.
- The effectiveness of in-store marketing techniques in influencing purchase decisions.
- Measurement and analysis of customer-based brand equity.
- Application of positivism as a research philosophy in a marketing context.
Zusammenfassung der Kapitel (Chapter Summaries)
CHAPTER 1 – Introduction: This chapter introduces the research problem, focusing on the impact of in-store television on brand equity. It clearly states the research question and the purpose of the study, which is to investigate the causal relationship between in-store TV exposure and changes in customer-based brand equity. The chapter concludes with an outline of the thesis structure, providing a roadmap for the reader.
CHAPTER 2 - Theoretical Framework: This chapter lays the groundwork for the empirical study by reviewing relevant theories related to in-store environment, consumer behavior, and brand equity. It delves into the concept of atmospherics and its influence on the shopping experience, exploring how in-store TV fits into the broader context of point-of-purchase marketing. The chapter constructs a conceptual framework linking in-store TV exposure, consumer behavior, and brand equity dimensions. Hypotheses are proposed to guide the subsequent empirical investigation. Particular attention is given to defining customer-based brand equity and the key variables under investigation.
CHAPTER 3 - Methodology: This chapter details the research methodology employed, outlining the research philosophy (positivism), research design (cross-sectional), and data collection methods (structured observation, structured interviews, and questionnaires). The chapter justifies the choice of a quantitative approach and explains the sampling strategy, including the use of a control group to compare brand equity levels between consumers exposed to in-store TV and those who were not. The issues of reliability, validity, and generalizability are discussed, along with potential limitations of the study.
CHAPTER 4 - Empirical Findings: This chapter presents the results of the empirical study. The analysis focuses on testing the hypotheses put forth in Chapter 2. Statistical methods such as regression analysis and t-tests are used to analyze the relationships between in-store TV exposure and brand equity dimensions. The findings regarding the sample distribution are presented along with a detailed discussion of the empirical data and its implications for the hypotheses being tested. Interpretation of the results is included within this section.
Schlüsselwörter (Keywords)
In-store marketing, brand equity, atmospherics, in-store TV, store environment, consumer behavior, quantitative research, positivism, hypothesis testing, regression analysis, t-test, causal relationship, uniqueness.
Frequently Asked Questions: Comprehensive Language Preview
What is the main objective of this research?
The primary goal is to determine if exposure to in-store television advertising impacts customer-based brand equity of the advertised product. The study seeks to establish a causal link between in-store TV and brand equity.
What are the key themes explored in this research?
Key themes include the impact of in-store television advertising on brand equity; the role of in-store atmospherics in shaping consumer behavior and brand perception; the effectiveness of in-store marketing techniques in influencing purchase decisions; measurement and analysis of customer-based brand equity; and the application of positivism as a research philosophy within a marketing context.
What is the structure of the research paper?
The paper is structured into four chapters. Chapter 1 provides an introduction, outlining the research problem and objectives. Chapter 2 develops a theoretical framework, reviewing relevant theories and proposing hypotheses. Chapter 3 details the research methodology, including the research design, data collection methods, and sampling strategy. Chapter 4 presents the empirical findings, analyzing the data and testing the hypotheses.
What theoretical framework is used?
The research utilizes a theoretical framework encompassing in-store environment (including atmospherics, point-of-purchase displays, and in-store TV), consumer behavior, and brand equity. The framework links in-store TV exposure to consumer behavior and ultimately, to brand equity.
What research methods were employed?
The study employs a quantitative research approach using a cross-sectional design. Data was collected through structured observation, structured interviews, and questionnaires. A control group was used for comparison. Statistical methods such as regression analysis and t-tests were used to analyze the data.
What are the key findings of the research?
The empirical findings chapter presents the results of testing the hypotheses using regression analysis and t-tests. The findings are discussed in detail, offering an interpretation of the data's implications for the tested hypotheses. The sample distribution is also presented.
What are the limitations of the study?
Potential limitations of the study are addressed in the methodology chapter. These limitations may include factors affecting the generalizability of the findings or other constraints related to the research design and data collection methods.
What are the keywords associated with this research?
Keywords include: In-store marketing, brand equity, atmospherics, in-store TV, store environment, consumer behavior, quantitative research, positivism, hypothesis testing, regression analysis, t-test, causal relationship, uniqueness.
What is the research philosophy employed?
The research adopts a positivist research philosophy, emphasizing objective measurement and the testing of hypotheses.
What types of analysis were used?
Regression analysis and t-tests were the primary statistical methods employed to analyze the data and test the hypotheses.
- Quote paper
- Christian Üffing (Author), Verena Stasing (Author), 2009, The effect of in-store TV in supermarkets on customer-based brand equity for consumer goods , Munich, GRIN Verlag, https://www.grin.com/document/135009
