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Evaluating the effect of brand activations for affordable luxury cosmetics brand X cosmetics Portugal

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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

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