Understanding the Effect of Television Advertising on Women's Attitudes and Purchase Intentions Towards Beer: A Study of Three Major Brands.

Helm, C. and Evans, L. 2016. Understanding the Effect of Television Advertising on Women's Attitudes and Purchase Intentions Towards Beer: A Study of Three Major Brands. Academy of Marketing Brand SIG 11th Global Brand Conference. University of Bradford 27 - 29 Apr 2016

TitleUnderstanding the Effect of Television Advertising on Women's Attitudes and Purchase Intentions Towards Beer: A Study of Three Major Brands.
AuthorsHelm, C. and Evans, L.
TypeConference paper
Abstract

Abstract

Purpose of Paper:
The market for beer in the UK is now mature and sales have been stable at around £16bn for about ten years (Mintel 2014). More recently, there have been changes in the market as consumers have switched from bigger mainstream brands to a growing number of smaller craft beers. However, in order to grow further significantly, the industry needs to explore new market segments and find new consumers for beer. So far, it is estimated that only 1.3m women in the UK drink beer (O'Reilly, 2014; Mail Online, 2015). Women are therefore an underexplored segment and present the main growth opportunity for beer drinking in the UK.
However, most beer television advertising has traditionally been aimed at the male audience and there have been suggestions that some of this advertising has been seen as unpopular with or even insulting to women (Jackson, 2013; Zwarun et al., 2006). The Chief Executive of major brewer SAB Miller, which owns the Foster's brand, has recently written that, 'We have to acknowledge that core lager advertising, for many years, was either dismissive of, or insulting to, women.' (Shubber, 2015).

If women are to be the new consumers and the future target for beer advertising, there is therefore a significant gap in the knowledge and literature concerned with how women differ from men in responding to the television advertising produced by beer brands and it is important that this gap in knowledge is addressed. The purpose of this paper is therefore to explore the effect of the television advertising of the three top selling UK beer brands on women's attitudes and purchase intentions towards those brands. More specifically, the objectives are:
1) To gain an understanding of how female consumers respond to existing beer television advertising, specifically in terms of the ‘likeability’ of the content of TV commercials produced by the three leading UK beer brands among female consumers.
2) To examine the effect of the rational and emotional content, including the use of humour, in television commercials produced by the three leading UK beer brands on the attitudes of female consumers towards those brands.
3) To explore in-depth female consumer attitudes towards the content (message cues and symbolism) of the television commercials produced by the three leading beer brands in the UK and their effect on subsequent purchase intentions for each brand.

KeywordsKeywords: Beer Brands; Television Advertising; Consumer Attitudes; Purchase Intention
Year2016
ConferenceAcademy of Marketing Brand SIG 11th Global Brand Conference
Accepted author manuscriptHelm. Understanding the Effect of Television Advertising; Ext Ab 26.10.2015.pdf

Related outputs

Extending Porter’s generic strategies: from three to eight
Moon, H.C., Hur, Y.K., Yin, W. and Helm, C. 2014. Extending Porter’s generic strategies: from three to eight. European Journal of International Management. 8 (2), pp. 205-225.

Exploring the impact of silos in achieving brand orientation
Gyrd-Jones, R.I., Helm, C. and Munk, J. 2013. Exploring the impact of silos in achieving brand orientation. Journal of Marketing Management. 29 (9-10), pp. 1056-1078.

Outsourcing Strategies of Full-Service Airlines: An Application of Two Theoretical Perspectives
Rieple, A. and Helm, C. 2010. Outsourcing Strategies of Full-Service Airlines: An Application of Two Theoretical Perspectives. in: Walsh, C.R. (ed.) The Airline Industry: Strategies, Operations and Safety Nova Science Publishers. pp. 99-117

Extending the value chain: a conceptual framework for managing the governance of co-created brand equity
Helm, C. and Jones, R. 2010. Extending the value chain: a conceptual framework for managing the governance of co-created brand equity. Journal of Brand Management. 17 (8), pp. 579-589.

Brand governance: the new agenda in brand management
Helm, C. and Jones, R. 2010. Brand governance: the new agenda in brand management. Journal of Brand Management. 17 (8), pp. 545-547.

Institutionalizing idealism: the adoption of CSR practices
Haberberg, A., Gander, J., Rieple, A., Helm, C. and Martin-Castilla, J.I. 2010. Institutionalizing idealism: the adoption of CSR practices. Journal of Global Responsibility. 1 (2), pp. 366-381.

Outsourcing for competitive advantage: an examination of seven legacy airlines
Rieple, A. and Helm, C. 2008. Outsourcing for competitive advantage: an examination of seven legacy airlines. Journal of Air Transport Management. 14 (5), pp. 280-285.

Case study: The mobile phone industry
Helm, C. 2008. Case study: The mobile phone industry. in: Haberberg, A. and Rieple, A. (ed.) Strategic management: theory and application Oxford University Press.

Case study: De Beers: are strategic resources forever?
Helm, C. 2008. Case study: De Beers: are strategic resources forever? in: Haberberg, A. and Rieple, A. (ed.) Strategic management: theory and application Oxford University Press.

From tech-led to brand-led—has the internet portal business grown up?
Helm, C. 2007. From tech-led to brand-led—has the internet portal business grown up? Journal of Brand Management. 14 (5), pp. 368-379.

Case study: The British Broadcasting Corporation in the twenty-first century
Helm, C. 2006. Case study: The British Broadcasting Corporation in the twenty-first century. European Case Clearing House.

Case study: Pret a Manger: passionate about food
Helm, C. 2006. Case study: Pret a Manger: passionate about food. in: Jobber, D. and Fahey, J. (ed.) Foundations of marketing McGraw Hill Education.

The British Broadcasting Corporation
Helm, C. 2001. The British Broadcasting Corporation. in: Haberberg, A. and Rieple, A. (ed.) The strategic management of organisations Harlow, UK Financial Times / Prentice Hall.

Permalink - https://westminsterresearch.westminster.ac.uk/item/9w90w/understanding-the-effect-of-television-advertising-on-women-s-attitudes-and-purchase-intentions-towards-beer-a-study-of-three-major-brands


Share this
Tweet
Email