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Extending the Understanding of Sales promotions’ Influence on Brand Knowledge: A Quantitative Study
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title: A quantitative study extending the understanding regarding the influence of sales promotion on brand knowledge

 

Background: Sales promotion is a marketing communication activity that aims to promote a purchase, usage or trial of a particular brand. Sales promotion activities can provide significant benefits and incentives that could help the brand to differentiate from competitors and can contribute to the consumer’s brand knowledge. Prior to this thesis, there has been little attempt to integrate research to determine the relationship between the use of sales promotions and brand knowledge, which is why this study intends to extend the existent understanding.

Purpose: The aim of this study is to extend the understanding regarding the relationship between sales promotion and brand knowledge and its drivers.

Research questions:

R1: What influence does monetary promotions have on brand awareness?

R2: What influence does monetary promotions have on brand image?

R3: What influence does non-monetary promotions have on brand awareness?

R4: What influence does non-monetary promotions have on brand image?

Hypotheses:

H1: Monetary promotions of a brand influence brand awareness

H2: Non-monetary promotions of a brand influence brand awareness

H3: Monetary promotions of a brand influence brand image

H4: Non-monetary promotions of a brand influence brand image

 

Methodology: In order to test the hypotheses a quantitative research approach was conducted and a questionnaire was used to collect data from Swedish consumers, the data was analyzed in the IBM SPSS program to find out if the hypotheses was supported or rejected.

 

Conclusions:

H1,H3 and H4: May from this study be supported.

H2: May from this study be rejected.

Place, publisher, year, edition, pages
2015. , 65 p.
Keyword [en]
Sales Promotion, Monetary Promotion, Non-Monetary Promotion, Brand Knowledge, Brand Awareness, Brand Image, Swedish Food-Retail Industry, Fast Moving Consumer Goods (FMCG
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-44946OAI: oai:DiVA.org:lnu-44946DiVA: diva2:824640
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Presentation
(English)
Supervisors
Examiners
Available from: 2015-06-23 Created: 2015-06-22 Last updated: 2015-06-23Bibliographically approved

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