RESEARCH PROPOSAL

How social media induce brand advocacy and how does it further affect the

Brand equity: An empirical case study of UK Food Chains

Table of Contents

Section 1: Background3

Review of Literature3

Tesco4

Tesco Brand Equity Model5

Complex formation of Brand Advocacy7

Social Media Promotions9

Section 2: Industry Background12

Section 3: Research Aim, Research Questions and Objectives14

Research Aim14

Research Questions14

Objectives14

Section 4: Research Methodology15

Section 5: Timescale18

Section 6: Resources19

Section 7: Summary21

References23

How social media induce brand advocacy and how does it further affect the

Brand equity: An empirical case study of UK Food Chains

Section 1: Background

Review of Literature

Market for fast moving consumer goods (FMCG) or market of inexpensive products that are sold quickly and have a short life span is very popular id different parts of world. Despite the fact that the absolute gain from the sale of goods in the FMCG market is low, the total profit can be significant due to the volume of sales. In the market there is a high FMCG competition, seasonality, constant rotation of brands and frequent emergence of new kinds of products. In order to succeed in the market FMCG, companies must understand the product and the price in the market, provide the consumer with a broad product line, develop a competent strategy merchandising, given that the consumer convenience goods, and usually makes a decision "at the last moment (Fuggetta, 2012). FMCG market is dynamic, so in order to achieve and maintain its leadership, the company should be able to respond quickly to change, and respond flexibly to new market conditions and operational decisions (Adamson, 2009). Among the products sold at the market FMCG, personal care items, soap, cosmetics, products for oral care, shaving products, household utensils, batteries, stationery. Sometime it is referred to market of FMCG and pharmaceuticals, consumer electronics, and a number of other products (Wertime & Fenwick, 2008). The food chains industry also plays a vital role in the economy of any country, and FMCG products are the important part of these food chains worldwide (Millman, 1998). Therefore this research study aims to focus on the issues and factors that how social media induce brand advocacy and how does it further affect the brand equity. In this case the research will be performed over United Kingdom Food chain industry. Before starting it is necessary to discuss the various concepts related to brand advocacy and brand equity which are affected and developed by social media (Lowenstein, 2011).

Tesco

Tesco is an international distribution group based mainly in the UK, Ireland and Asia. Tesco is number one distribution group British companies (2205 stores in the UK alone in 2008) and the 3rd World Group. Tesco work revolves around three poles: the UK distribution, international distribution and financial services. It is one of the leading retail and one of the largest employers in UK. Positive reception from customers and their success in the market meant that each new store opening with an equally great enthusiasm as the first. Tesco is having a portfolio of strong brands and effective ...