Push-based brand awareness: the role of product availability and in-store merchandising

This study introduces a new brand awareness conceptualization; 'push-based brand awareness' in the light of available retailing, distribution, and branding literature. Previously, push-based awareness merely defined brand/product availability. This study extends that definition by includin...

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Bibliographic Details
Published in:The International review of retail, distribution and consumer research distribution and consumer research, 2011-07, Vol.21 (3), p.201-213
Main Author: Umit Kucuk, S.
Format: Article
Language:English
Subjects:
availability awareness
brand awareness
Brand identification
branding
Brands
Consumer behavior
Consumer behaviour
distribution and store loyalty
frequently purchased product
In-store merchandising
Loyalty
Merchandising
Out of stock
Product management
Retail trade
Stock management
Stores
Studies
top-of-mind awareness
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Summary:This study introduces a new brand awareness conceptualization; 'push-based brand awareness' in the light of available retailing, distribution, and branding literature. Previously, push-based awareness merely defined brand/product availability. This study extends that definition by including available brand awareness created by in-store merchandising. While out-of-stock (OOS) literature extensively interprets product availability and consumers' responses to OOS brands, a brand's effect on consumer awareness remains unexamined. Because such brand awareness may be one of the major reasons behind frequently purchased product success, such consumer awareness deserves closer attention. This study introduces the push-based brand awareness concept with a proposed model including possible managerial implications.
ISSN:0959-3969
1466-4402
DOI:10.1080/09593969.2011.578793