How to increase brand awareness through a digital marketing strategy

: the Vanilla Vice case

Abstract

In a very saturated industry, with new entrants entering the Market every day, and where larger enterprises can undercut smaller businesses on price and offer more attractive promotions. The present dissertation aims to study how Vanilla Vice can stand out in the Market and increase its brand awareness. This research uses a VAM modelling to analyse the impact of Benefits and Sacrifices in the utility of Vanilla Vice´s products (Perceived Value) and the impact of Perceived Value on Adoption Intention. The Value-based Adoption Model (VAM) is, statistically, a particular SEM technique used to understand consumers’ acceptance of a brand. An online questionnaire was distributed and completed by 238 respondents. It was possible to conclude that Usefulness and Enjoyment significantly contribute to Perceived Value. However, Perceived Fee and Technicality do not seem to be significantly related to Perceived Value. Moreover, customers’ intention to use is not defined by its Perceived Value. The data also revealed that the brand’s target audience is mainly characterized by women with ages ranging from 18 to 40 years and single. In terms of values, crosswise to customers and non-customers, Self-Love was considered the most important value, followed by Feminism and Positivism. Yet, they do not seem interested in the Empowerment value. Lastly, it was possible to identify that Instagram is the most used social media platform by customers and non-customers.

Date of Award	26 Jan 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)