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Flagship stores for FMCG brands : partnership proposal : the Fish & Chip Shop case

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Resumo:The Fish & Chip Shop, inspired by Barilla Flagship Restaurant (New York), seeks to build a flagship partnership with a Portuguese flour brand – Espiga. This dissertation relies on providing insights on how a brand benefits from having a flagship store, identifying visitors’ characteristics, assessing FMCG flagships’ services, decoration and activities, and purposing an initial plan for the entrepreneur present to the brand. The research revealed flagships influence positively brand equity, differentiate a brand from its competitors, generate word-of-mouth as well as future purchases at the retailer. The analysis suggested consumers with higher income and consumers who are always responsible for grocery shopping are more likely to visit a flagship, whereas consumers who eat fewer times at home demonstrated the opposite behaviour. FMCG flagships display the brand portfolio, through shops or show cases, and have an outstanding thematic decoration linked to the brand and to the culture. In practice, this research resulted in an initial proposal to present to Espiga as well as a starting-point to future negotiations.
Autores principais:Paz, Joana Filipa da Cunha
Assunto:Brand experience Brand awareness Brand image Brand equity Brand loyalty Purchase intentions FMCG flagship Experiência da marca Word-of-mouth Lealdade à marca Intenções de compra Flagships de bens de grande consumo
Ano:2018
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso restrito
Instituição associada:Universidade Católica Portuguesa
Idioma:inglês
Origem:Veritati - Repositório Institucional da Universidade Católica Portuguesa

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