Publicação
Evaluating the effect of brand activations for affordable luxury cosmetics brand X cosmetics Portugal
| Resumo: | Numerous companies experience uncertainty about how to comprehend the impact of brand activations on marketing outcomes. This study concentrates on the obstacles that a renowned cosmetics brand, referred to as "X Cosmetics Portugal", encountered in this regard. The primary focus of this research was to examine the extent to which purchase value is impacted by a brand activation conducted by X Cosmetics Portugal. Furthermore, this study explores its influence on consumers of varying genders, age groups, and purchase habits, as well as their perception of being influenced by publicity. Primary data was gathered through surveys placed at 32 brand stores during active and inactive brand activation periods. Using techniques like Propensity Score Matching and Average Treatment Effect, the research aims to establish a causal link between activation exposure and changes in consumer behaviour. Despite expectations to the contrary, it was not possible to conclude that the brand activation conducted by X Cosmetics Portugal had a positive effect in boosting the average amount spent by consumers. Nonetheless, it was surprisingly pointed out a potential impact on the spending behaviour of new high-value customers in a positive manner, suggesting an opportunity to target and build loyalty within this particular segment. |
|---|---|
| Autores principais: | Marques, Manuela |
| Assunto: | Marketing Brand activation Brand management Observational data Average treatment effect Propensity score matching Causal effects Ativação de marca Gestão de marca Dados observacionais Efeito médio de tratamento Correspondência de pontuação de propensão Efeitos causais |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| _version_ | 1866895504346972160 |
|---|---|
| author | Marques, Manuela |
| author_facet | Marques, Manuela |
| author_role | author |
| contributor_name_str_mv | Fernandes, Daniel Veritati |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Marques, Manuela\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Fernandes, Daniel Veritati |
| datacite.creators.creator.creatorName.fl_str_mv | Marques, Manuela |
| datacite.date.Accepted.fl_str_mv | 2024-01-24T00:00:00Z |
| datacite.date.available.fl_str_mv | 2024-05-15T11:08:39Z |
| datacite.date.embargoed.fl_str_mv | 2024-05-15T11:08:39Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Marketing Brand activation Brand management Observational data Average treatment effect Propensity score matching Causal effects Ativação de marca Gestão de marca Dados observacionais Efeito médio de tratamento Correspondência de pontuação de propensão Efeitos causais |
| datacite.titles.title.fl_str_mv | Evaluating the effect of brand activations for affordable luxury cosmetics brand X cosmetics Portugal Avaliação do efeito das ativações de marca para a marca de cosméticos de luxo acessível X cosmetics Portugal |
| dc.contributor.none.fl_str_mv | Fernandes, Daniel Veritati |
| dc.creator.none.fl_str_mv | Marques, Manuela |
| dc.date.Accepted.fl_str_mv | 2024-01-24T00:00:00Z |
| dc.date.available.fl_str_mv | 2024-05-15T11:08:39Z |
| dc.date.embargoed.fl_str_mv | 2024-05-15T11:08:39Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10400.14/45112 |
| dc.language.none.fl_str_mv | eng |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Marketing Brand activation Brand management Observational data Average treatment effect Propensity score matching Causal effects Ativação de marca Gestão de marca Dados observacionais Efeito médio de tratamento Correspondência de pontuação de propensão Efeitos causais |
| dc.title.fl_str_mv | Evaluating the effect of brand activations for affordable luxury cosmetics brand X cosmetics Portugal Avaliação do efeito das ativações de marca para a marca de cosméticos de luxo acessível X cosmetics Portugal |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_bdcc |
| description | Numerous companies experience uncertainty about how to comprehend the impact of brand activations on marketing outcomes. This study concentrates on the obstacles that a renowned cosmetics brand, referred to as "X Cosmetics Portugal", encountered in this regard. The primary focus of this research was to examine the extent to which purchase value is impacted by a brand activation conducted by X Cosmetics Portugal. Furthermore, this study explores its influence on consumers of varying genders, age groups, and purchase habits, as well as their perception of being influenced by publicity. Primary data was gathered through surveys placed at 32 brand stores during active and inactive brand activation periods. Using techniques like Propensity Score Matching and Average Treatment Effect, the research aims to establish a causal link between activation exposure and changes in consumer behaviour. Despite expectations to the contrary, it was not possible to conclude that the brand activation conducted by X Cosmetics Portugal had a positive effect in boosting the average amount spent by consumers. Nonetheless, it was surprisingly pointed out a potential impact on the spending behaviour of new high-value customers in a positive manner, suggesting an opportunity to target and build loyalty within this particular segment. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | masterThesis |
| fulltext.url.fl_str_mv | https://repositorio.ucp.pt/bitstreams/dd73d53c-8d1d-4e79-b29e-29bef29d3350/download |
| id | veritati_ce3f0bba6ba514b71244222d3a0b60fc |
| identifier.url.fl_str_mv | http://hdl.handle.net/10400.14/45112 |
| instacron_str | ucp |
| institution | Universidade Católica Portuguesa |
| instname_str | Universidade Católica Portuguesa |
| language | eng |
| network_acronym_str | veritati |
| network_name_str | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| oai_identifier_str | oai:repositorio.ucp.pt:10400.14/45112 |
| organization_str_mv | urn:organizationAcronym:ucp |
| person_str_mv | Marques, Manuela |
| publishDate | 2024 |
| reponame_str | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| repository_id_str | urn:repositoryAcronym:veritati |
| service_str_mv | urn:repositoryAcronym:veritati |
| spelling | engpt_PTNumerous companies experience uncertainty about how to comprehend the impact of brand activations on marketing outcomes. This study concentrates on the obstacles that a renowned cosmetics brand, referred to as "X Cosmetics Portugal", encountered in this regard. The primary focus of this research was to examine the extent to which purchase value is impacted by a brand activation conducted by X Cosmetics Portugal. Furthermore, this study explores its influence on consumers of varying genders, age groups, and purchase habits, as well as their perception of being influenced by publicity. Primary data was gathered through surveys placed at 32 brand stores during active and inactive brand activation periods. Using techniques like Propensity Score Matching and Average Treatment Effect, the research aims to establish a causal link between activation exposure and changes in consumer behaviour. Despite expectations to the contrary, it was not possible to conclude that the brand activation conducted by X Cosmetics Portugal had a positive effect in boosting the average amount spent by consumers. Nonetheless, it was surprisingly pointed out a potential impact on the spending behaviour of new high-value customers in a positive manner, suggesting an opportunity to target and build loyalty within this particular segment.application/pdfpt_PTEvaluating the effect of brand activations for affordable luxury cosmetics brand X cosmetics PortugalAlternativeTitlept_PTAvaliação do efeito das ativações de marca para a marca de cosméticos de luxo acessível X cosmetics PortugalMarques, ManuelaFernandes, DanielHostingInstitutionOrganizationalVeritatie-mailmailto:repositorio@ucp.ptrepositorio@ucp.ptURNurn:tid:2035907672024-05-15T11:08:39Z2024-01-242024-012024-01-24T00:00:00ZHandlehttp://hdl.handle.net/10400.14/45112http://purl.org/coar/access_right/c_abf2open accessMarketingBrand activationBrand managementObservational dataAverage treatment effectPropensity score matchingCausal effectsAtivação de marcaGestão de marcaDados observacionaisEfeito médio de tratamentoCorrespondência de pontuação de propensãoEfeitos causais1597902 bytesliteraturehttp://purl.org/coar/resource_type/c_bdccmaster thesishttp://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://repositorio.ucp.pt/bitstreams/dd73d53c-8d1d-4e79-b29e-29bef29d3350/download |
| spellingShingle | Evaluating the effect of brand activations for affordable luxury cosmetics brand X cosmetics Portugal Marques, Manuela Marketing Brand activation Brand management Observational data Average treatment effect Propensity score matching Causal effects Ativação de marca Gestão de marca Dados observacionais Efeito médio de tratamento Correspondência de pontuação de propensão Efeitos causais |
| status | SINGLETON |
| subject.fl_str_mv | Marketing Brand activation Brand management Observational data Average treatment effect Propensity score matching Causal effects Ativação de marca Gestão de marca Dados observacionais Efeito médio de tratamento Correspondência de pontuação de propensão Efeitos causais |
| title | Evaluating the effect of brand activations for affordable luxury cosmetics brand X cosmetics Portugal |
| title_full | Evaluating the effect of brand activations for affordable luxury cosmetics brand X cosmetics Portugal |
| title_fullStr | Evaluating the effect of brand activations for affordable luxury cosmetics brand X cosmetics Portugal |
| title_full_unstemmed | Evaluating the effect of brand activations for affordable luxury cosmetics brand X cosmetics Portugal |
| title_short | Evaluating the effect of brand activations for affordable luxury cosmetics brand X cosmetics Portugal |
| title_sort | Evaluating the effect of brand activations for affordable luxury cosmetics brand X cosmetics Portugal |
| topic | Marketing Brand activation Brand management Observational data Average treatment effect Propensity score matching Causal effects Ativação de marca Gestão de marca Dados observacionais Efeito médio de tratamento Correspondência de pontuação de propensão Efeitos causais |
| topic_facet | Marketing Brand activation Brand management Observational data Average treatment effect Propensity score matching Causal effects Ativação de marca Gestão de marca Dados observacionais Efeito médio de tratamento Correspondência de pontuação de propensão Efeitos causais |
| url | http://hdl.handle.net/10400.14/45112 |
| visible | 1 |