Brand storytelling used by the Irish food and drink industry advertisements

dc.contributor.advisorMorgan, Alanen
dc.contributor.authorShabbir, Unaiza
dc.date.accessioned2019-03-11T12:32:21Z
dc.date.available2019-03-11T12:32:21Z
dc.date.issued2019
dc.description.abstractThe purpose of this study was to investigate consumer’s perceptions on brand-storytelling executed in Irish food and drink industry advertisements. This aim of this study was to investigate the perception of consumers from Dublin, Ireland. The researcher conducted four focus groups as part of this study. The focus group discussions allowed the researcher to determine an in-depth knowledge about the opinions and perception of the participants. The data was collected and analyzed using thematic analysis. The results of this research show that Irish food and drink industry advertisements executed using story-telling may create brand-loyalty, purchase intention and a positive consumer perception. The study also shows that Irish consumers connect better with the Irish food and drink brand stories compared to other participants.en
dc.identifier.citationShabbir, U. (2019). Brand storytelling used by the Irish food and drink industry advertisements. Masters Thesis, Dublin Business School.en
dc.identifier.urihttps://esource.dbs.ie/handle/10788/3700
dc.language.isoenen
dc.publisherItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.holderCopyright: The authoren
dc.rights.urihttp://esource.dbs.ie/copyrighten
dc.titleBrand storytelling used by the Irish food and drink industry advertisementsen
dc.typeThesisen
dc.type.degreelevelMScen
dc.type.degreenameMSc in Marketingen
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