Push-based brand awareness: the role of product availability and in-store merchandising
Department or Administrative Unit
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.
Umit Kucuk, S. (2011). Push-based brand awareness: the role of product availability and in-store merchandising. The International Review of Retail, Distribution and Consumer Research, 21(3), 201–213. https://doi.org/10.1080/09593969.2011.578793
The International Review of Retail, Distribution and Consumer Research
© 2011 Taylor & Francis