Measuring the impact of branded alcohol advertising and price on brand versus segment consumption

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dc.contributor.authorTerblanche-Smit, Marlizeen_ZA
dc.contributor.authorDu Preez, Ronelen_ZA
dc.contributor.authorVan Der Spuy, Tiaanen_ZA
dc.contributor.otherIndustrial Psychologyen_ZA
dc.date.accessioned2015-07-21T09:12:43Z
dc.date.available2015-07-21T09:12:43Z
dc.date.issued2014-12
dc.descriptionCITATION: Terblanche-Smit, M., Du Preez, R., Van der Spuy, T. 2014. Measuring the impact of branded alcohol advertising and price on brand versus segment consumption. International Business and Economics Research Journal, 13 (6):1515-1524.en_ZA
dc.descriptionThe original publication is available at http://www.cluteinstitute.com/ojs/index.php/IBER/article/view/8938en_ZA
dc.description.abstractBranded advertising, a foundation of brand-building efforts, seek to persuade consumers to select a specific brand over a competitor brand. The objective of this study was to examine the effectiveness of branded advertising in the alcoholic beverage industry of South Africa, particularly with regard to the relationship between alcohol advertising, price effects and alcohol consumption (brand and segment). A causal research design was used, which included secondary data analysis (SDA) and quantitative time series data analysis spanning a 32 months period. Variables included brand advertising expenditure; -sales volume; -market share; -retail selling price (RSP); and segment volume. Tests for stationarity, co-integration and regression were applied to assess associations between constructs. The findings indicate that branded alcohol advertising had little or no effect on brand- and segment consumption, or brand market share whereas price effects were significant. Limitations include the scope of the time series of data and the exclusion of below-the-line advertising expenditure. Notwithstanding, this paper provides evidence to support the imperative of the integrated marketing mix and optimal combination of marketing mix elements.en_ZA
dc.description.versionPublishers' Versionen_ZA
dc.format.extentpages 1515-1524
dc.identifier.citationTerblanche-Smit, M., Du Preez, R. & Van Der Spuy, T. 2014. Measuring the impact of branded alcohol advertising and price on brand versus segment consumption. International Business And Economics Research Journal, 13(6):1515-1523.en_ZA
dc.identifier.issn2157-9393 (online)
dc.identifier.issn1535-0754 (print)
dc.identifier.urihttp://hdl.handle.net/10019.1/97195
dc.language.isoen_ZA
dc.publisherThe Clute Instituteen_ZA
dc.rights.holderAuthorsen_ZA
dc.subjectAdvertising -- Brand name products -- South Africaen_ZA
dc.subjectAdvertising -- Alcoholic beverages -- South Africaen_ZA
dc.subjectBrand choice -- South Africaen_ZA
dc.subjectConsumer preferences -- South Africaen_ZA
dc.subjectPricing -- South Africaen_ZA
dc.titleMeasuring the impact of branded alcohol advertising and price on brand versus segment consumptionen_ZA
dc.typeArticleen_ZA
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