Banca de QUALIFICAÇÃO: Rebecca Chaves Pissutti

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : Rebecca Chaves Pissutti
DATE: 15/06/2023
TIME: 14:30
LOCAL: PPGA
TITLE:

Advertising Arguments of Supermarkets and Restaurants: How Do They Impact Purchase Intent and Brand Value Based on Local Food Consumers?

KEY WORDS:

Local foods. Purchase intention. Brand value. Restaurants. Supermarkets. Advertising arguments. Experiment.

PAGES: 63
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

The present study aims to analyze the effect of different advertising arguments on purchase intent and brand value based on local food consumers in supermarkets and restaurants. For this purpose, an intra-subject and between-subjects experiment will be conducted with local food consumers through an online questionnaire. The type of advertising argument - encompassing environmental benefit, socioeconomic benefit, or product attributes (e.g., flavor and freshness) - employed in the advertising campaign, and the type of retail (supermarket and restaurant) will be the manipulated independent variables. Brand value metrics (awareness, image, quality, loyalty, and exclusivity) and purchase intent will be the dependent variables. Multivariate techniques will be employed to analyze the results. This research may contribute to advancements in the studies of local food consumption, a topic that is still relatively underexplored in Brazil.

BANKING MEMBERS:
Externa à Instituição - CAROLINE PAULETTO SPANHOL - UFMS
Presidente - 2100944 - ELUIZA ALBERTO DE MORAIS WATANABE
Interno - 2472915 - RAFAEL BARREIROS PORTO
Interna - 1299852 - SOLANGE ALFINITO