The impact of monetary and non-monetary promotions on the brand equity of new and mature products
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/22719 |
Resumo: | Promotions can be a very important tool for retailers and manufacturers to become competitive, when used in the correct way. Particularly when introducing a new brand in the market it is crucial to be aware of which methods have a higher impact on brand equity. This dissertation aims to explain how different promotion types - monetary and non-monetary - impact the brand equity of new and mature products. The brand equity definition adopted for the study was the one outlined by Keller and Lehmann, consisting in the following dimensions: awareness, attitude, associations, attachment and activity. Quantitative data was collected through questionnaires, each portraying a control scenario (product without promotion) followed by the same product under one of the promotion scenarios. This was tested for two different product categories, breakfast cereal and soda, using two brands already established in the market against two fictitious brands. Respondents were asked to rate seventeen statements regarding brand equity for each of these scenarios, followed by analysing the generated data by using t-tests. Contrarily to what was suggested by literature, overall monetary promotions were found to result in higher brand equity than non-monetary promotions. This was verified for both new and mature products. Nevertheless, both types of promotions are beneficial when contrasted with the situation of no promotion in contrast to having no promotion. Furthermore, new brands seem to be the ones whose brand equity most benefits from both monetary and non-monetary promotions. |
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The impact of monetary and non-monetary promotions on the brand equity of new and mature productsDomínio/Área Científica::Ciências Sociais::Economia e GestãoPromotions can be a very important tool for retailers and manufacturers to become competitive, when used in the correct way. Particularly when introducing a new brand in the market it is crucial to be aware of which methods have a higher impact on brand equity. This dissertation aims to explain how different promotion types - monetary and non-monetary - impact the brand equity of new and mature products. The brand equity definition adopted for the study was the one outlined by Keller and Lehmann, consisting in the following dimensions: awareness, attitude, associations, attachment and activity. Quantitative data was collected through questionnaires, each portraying a control scenario (product without promotion) followed by the same product under one of the promotion scenarios. This was tested for two different product categories, breakfast cereal and soda, using two brands already established in the market against two fictitious brands. Respondents were asked to rate seventeen statements regarding brand equity for each of these scenarios, followed by analysing the generated data by using t-tests. Contrarily to what was suggested by literature, overall monetary promotions were found to result in higher brand equity than non-monetary promotions. This was verified for both new and mature products. Nevertheless, both types of promotions are beneficial when contrasted with the situation of no promotion in contrast to having no promotion. Furthermore, new brands seem to be the ones whose brand equity most benefits from both monetary and non-monetary promotions.As promoções podem ser uma importante ferramenta para retalhistas e fabricantes se tornarem mais competitivos, quando utilizadas da maneira correta. Particularmente quando se introduz uma nova marca no mercado é crucial estar consciente de quais dos métodos promocionais têm um maior impacto na brand equity. Esta dissertação tem como objetivo explicar como diferentes tipos de promoção – monetária e não-monetária – impactam a brand equity de produtos novos e maduros. A definição de brand equity adotada para o estudo foi a delineada por Keller e Lehmann, que consiste nas seguintes dimensões: consciência, atitude, associações, conexão e atividade. Dados quantitativos foram recolhidos através de inquéritos, cada um apresentando um cenário de controlo (produto sem promoção) seguido do mesmo produto sob um dos cenários de promoção. Isto foi testado para duas diferentes categorias de produto, cereais de pequeno-almoço e refrigerantes, utilizando duas marcas já estabelecidas no mercado contra duas marcas fictícias. Aos inquiridos foi pedido que classificassem dezassete afirmações relativas a brand equity para cada um destes cenários e os dados foram consequentemente analisados através de t tests. Contrariamente ao que é sugerido pela literatura, de um modo geral concluiu-se que as promoções monetárias beneficiam mais a brand equity do que as promoções não-monetárias. Isto verifica-se tanto para produtos novos como para produtos maduros. Não obstante, ambos os tipos de promoção são benéficos quando comparados com a situação sem promoção. Para além disso, novas marcas parecem ser aquelas cuja brand equity mais beneficia com promoções, tanto monetárias como não-monetárias.Romeiro, Paulo Alexandre Mendes RamosBastos, WilsonVeritati - Repositório Institucional da Universidade Católica PortuguesaSenra, Ana Luísa Martins Vasconcelos2017-08-02T10:26:48Z2017-07-2120172017-07-21T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/22719TID:201725150enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:28:57Zoai:repositorio.ucp.pt:10400.14/22719Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:18:53.077586Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The impact of monetary and non-monetary promotions on the brand equity of new and mature products |
title |
The impact of monetary and non-monetary promotions on the brand equity of new and mature products |
spellingShingle |
The impact of monetary and non-monetary promotions on the brand equity of new and mature products Senra, Ana Luísa Martins Vasconcelos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The impact of monetary and non-monetary promotions on the brand equity of new and mature products |
title_full |
The impact of monetary and non-monetary promotions on the brand equity of new and mature products |
title_fullStr |
The impact of monetary and non-monetary promotions on the brand equity of new and mature products |
title_full_unstemmed |
The impact of monetary and non-monetary promotions on the brand equity of new and mature products |
title_sort |
The impact of monetary and non-monetary promotions on the brand equity of new and mature products |
author |
Senra, Ana Luísa Martins Vasconcelos |
author_facet |
Senra, Ana Luísa Martins Vasconcelos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Romeiro, Paulo Alexandre Mendes Ramos Bastos, Wilson Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Senra, Ana Luísa Martins Vasconcelos |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Promotions can be a very important tool for retailers and manufacturers to become competitive, when used in the correct way. Particularly when introducing a new brand in the market it is crucial to be aware of which methods have a higher impact on brand equity. This dissertation aims to explain how different promotion types - monetary and non-monetary - impact the brand equity of new and mature products. The brand equity definition adopted for the study was the one outlined by Keller and Lehmann, consisting in the following dimensions: awareness, attitude, associations, attachment and activity. Quantitative data was collected through questionnaires, each portraying a control scenario (product without promotion) followed by the same product under one of the promotion scenarios. This was tested for two different product categories, breakfast cereal and soda, using two brands already established in the market against two fictitious brands. Respondents were asked to rate seventeen statements regarding brand equity for each of these scenarios, followed by analysing the generated data by using t-tests. Contrarily to what was suggested by literature, overall monetary promotions were found to result in higher brand equity than non-monetary promotions. This was verified for both new and mature products. Nevertheless, both types of promotions are beneficial when contrasted with the situation of no promotion in contrast to having no promotion. Furthermore, new brands seem to be the ones whose brand equity most benefits from both monetary and non-monetary promotions. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-08-02T10:26:48Z 2017-07-21 2017 2017-07-21T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/22719 TID:201725150 |
url |
http://hdl.handle.net/10400.14/22719 |
identifier_str_mv |
TID:201725150 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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