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Exploring shopper marketing approach implications on brand communication at the point-of-purchase: an expert’s opinion qualitative study

2014-09Journal article Open access
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dc.contributor.authorSilveira, Paulo Duarte
dc.contributor.authorMarreiros, Cristina Galamba
dc.date.accessioned2014-09-03T13:34:27Z
dc.date.available2014-09-03T13:34:27Z
dc.date.issued2014-09
dc.description.abstractShopper 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.por
dc.identifier.citationSilveira, 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.por
dc.identifier.urihttp://hdl.handle.net/10400.26/6695
dc.language.isoengpor
dc.peerreviewedyespor
dc.subjectShopper Marketingpor
dc.subjectBrand Communicationpor
dc.subjectPoint-of-Purchasepor
dc.subjectPoint-of-Salepor
dc.subjectIn-Store Marketingpor
dc.titleExploring shopper marketing approach implications on brand communication at the point-of-purchase: an expert’s opinion qualitative studypor
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage1338por
oaire.citation.startPage1329por
oaire.citation.titleJournal of Applied Business Researchpor
oaire.citation.volume30 (5)por
person.familyNameSilveira
person.givenNamePaulo
person.identifierhttps://scholar.google.com/citations?hl=pt-PT&user=h9t_LUsAAAAJ
person.identifier.ciencia-id9E1E-68D5-6C59
person.identifier.orcid0000-0003-2703-3008
person.identifier.scopus-author-id57204966145
rcaap.rightsopenAccesspor
rcaap.typearticlepor
relation.isAuthorOfPublication0906a82d-ff87-4854-b042-f8002921441e
relation.isAuthorOfPublication.latestForDiscovery0906a82d-ff87-4854-b042-f8002921441e

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