BRANDS AND RETAIL PROMOTIONS: AN EXPERIMENTAL STUDY

被引：0

作者：

Aureliano-Silva, Leonardo ^{[1
,2
]}

da Silva, Agostinho Tadeu ^{[2
,3
]}

de Sa, Marcelo Martins ^{[4
]}

Strehlau, Suzane ^{[2
,4
,5
,6
]}

机构：

[1] Escola Super Propaganda & Mkt ESPM, Gestao Int, Sao Paulo, Brazil

[2] Univ Nove de Julho Uninove, Sao Paulo, Brazil

[3] Pontificia Univ Catolica Sao Paulo PUC SP, Econ, Sao Paulo, Brazil

[4] Fundacao Getulio Vargas FGV SP, Adm, Sao Paulo, Brazil

[5] Univ Maranhao Uniceuma, Adm, Sao Luis, Brazil

[6] Escola Super Propaganda & Mkt ESPM, Sao Paulo, Brazil

来源：

REVISTA CIENTIFICA HERMES | 2016年 / 16卷

关键词：

Retail; Brands; Promotion;

D O I：

10.21710/rch.v16i0.286

中图分类号：

C [社会科学总论];

学科分类号：

03 ; 0303 ;

摘要：

The main objective of this study was to analyze the effect of the brand in food retail promotions. Through experimental method were tested four hypotheses. It was identified that a well-recognized brand by the market, significantly influence the attractiveness and intention to recommend the promotion compared to a little-recognized brand. It was not identified significant difference between the promotion of the product and product plus little-recognized brand. This study contributes to a better understanding of how strong brands in the market can be used to attract the attention of consumers in promotions of retail stores, located in neighborhoods.

引用

页码：160 / 175

页数：16

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