Exploring shopper marketing approach implications on brand communication at the point-of-purchase: an expert’s opinion qualitative study
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.26/6695 |
Resumo: | Shopper marketing is a recent approach to marketing. Since shopper marketing is in the early stages of development, it is also an emerging research field and, consequently, questions and challenges to this approach are emerging across all the marketing-mix variables. This paper addresses the implications of adopting a shopper marketing view on the communication variable. Specifically, the purpose of the research is to study the implications of the shopper marketing approach on brand management, focusing on communication strategies and actions at the pointof- purchase. In order to address that goal, an expert’s opinion qualitative study was conducted, gathering primary data from thirteen shopper marketing experts, using a two-stage sampling – judgmental and snowball techniques. The results are consistent with the literature review and complement it, providing explanations and adding elements that might help towards a more effective marketing communications management, particularly at the point-of-purchase. |
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Exploring shopper marketing approach implications on brand communication at the point-of-purchase: an expert’s opinion qualitative studyShopper MarketingBrand CommunicationPoint-of-PurchasePoint-of-SaleIn-Store MarketingShopper marketing is a recent approach to marketing. Since shopper marketing is in the early stages of development, it is also an emerging research field and, consequently, questions and challenges to this approach are emerging across all the marketing-mix variables. This paper addresses the implications of adopting a shopper marketing view on the communication variable. Specifically, the purpose of the research is to study the implications of the shopper marketing approach on brand management, focusing on communication strategies and actions at the pointof- purchase. In order to address that goal, an expert’s opinion qualitative study was conducted, gathering primary data from thirteen shopper marketing experts, using a two-stage sampling – judgmental and snowball techniques. The results are consistent with the literature review and complement it, providing explanations and adding elements that might help towards a more effective marketing communications management, particularly at the point-of-purchase.Repositório ComumSilveira, Paulo DuarteMarreiros, Cristina Galamba2014-09-03T13:34:27Z2014-092014-09-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.26/6695engSilveira, P. D., & Marreiros, C. G. (2014). Exploring Shopper Marketing Approach Implications On Brand Communication At The Point-Of-Purchase: An Expert’s Opinion Qualitative Study. Journal of Applied Business Research, 30(5), 1329-1338.info: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:RCAAP2023-11-21T09:50:52Zoai:comum.rcaap.pt:10400.26/6695Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T23:06:54.170437Repositório 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 |
Exploring shopper marketing approach implications on brand communication at the point-of-purchase: an expert’s opinion qualitative study |
title |
Exploring shopper marketing approach implications on brand communication at the point-of-purchase: an expert’s opinion qualitative study |
spellingShingle |
Exploring shopper marketing approach implications on brand communication at the point-of-purchase: an expert’s opinion qualitative study Silveira, Paulo Duarte Shopper Marketing Brand Communication Point-of-Purchase Point-of-Sale In-Store Marketing |
title_short |
Exploring shopper marketing approach implications on brand communication at the point-of-purchase: an expert’s opinion qualitative study |
title_full |
Exploring shopper marketing approach implications on brand communication at the point-of-purchase: an expert’s opinion qualitative study |
title_fullStr |
Exploring shopper marketing approach implications on brand communication at the point-of-purchase: an expert’s opinion qualitative study |
title_full_unstemmed |
Exploring shopper marketing approach implications on brand communication at the point-of-purchase: an expert’s opinion qualitative study |
title_sort |
Exploring shopper marketing approach implications on brand communication at the point-of-purchase: an expert’s opinion qualitative study |
author |
Silveira, Paulo Duarte |
author_facet |
Silveira, Paulo Duarte Marreiros, Cristina Galamba |
author_role |
author |
author2 |
Marreiros, Cristina Galamba |
author2_role |
author |
dc.contributor.none.fl_str_mv |
Repositório Comum |
dc.contributor.author.fl_str_mv |
Silveira, Paulo Duarte Marreiros, Cristina Galamba |
dc.subject.por.fl_str_mv |
Shopper Marketing Brand Communication Point-of-Purchase Point-of-Sale In-Store Marketing |
topic |
Shopper Marketing Brand Communication Point-of-Purchase Point-of-Sale In-Store Marketing |
description |
Shopper marketing is a recent approach to marketing. Since shopper marketing is in the early stages of development, it is also an emerging research field and, consequently, questions and challenges to this approach are emerging across all the marketing-mix variables. This paper addresses the implications of adopting a shopper marketing view on the communication variable. Specifically, the purpose of the research is to study the implications of the shopper marketing approach on brand management, focusing on communication strategies and actions at the pointof- purchase. In order to address that goal, an expert’s opinion qualitative study was conducted, gathering primary data from thirteen shopper marketing experts, using a two-stage sampling – judgmental and snowball techniques. The results are consistent with the literature review and complement it, providing explanations and adding elements that might help towards a more effective marketing communications management, particularly at the point-of-purchase. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-09-03T13:34:27Z 2014-09 2014-09-01T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.26/6695 |
url |
http://hdl.handle.net/10400.26/6695 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
Silveira, P. D., & Marreiros, C. G. (2014). Exploring Shopper Marketing Approach Implications On Brand Communication At The Point-Of-Purchase: An Expert’s Opinion Qualitative Study. Journal of Applied Business Research, 30(5), 1329-1338. |
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 |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
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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1799135324640641024 |