Promotional Product Brand Message Effectiveness: A Study of Brand Awareness Using the Nudge Theory

This dissertation explored the efficacy of promotional products as marketing nudges for new market entrants. It employs Nudge Theory, a measure used to induce behavioral changes (Thaler & Sunstein, 2021), to analyze their influence on human behavior and decision-making. Through voluntary surveys, participants' brand awareness was assessed, examining changes in branding awareness and general brand perception by using promotional products as a catalyst. Promotional products are tangible items imprinted with a company's logo or message and distributed to consumers to enhance brand awareness and foster emotional connections (Pennington, 2002). Often given at no cost, these items are constantly reminded of the brand, effectively keeping it top-of-mind for recipients (Aaker, 1995). The strategic use of promotional products in marketing leverages their ability to create favorable attitudes toward the brand, thus influencing consumer behavior and decision-making processes. Participants initially underwent evaluations of brand comprehension across various contexts before receiving physical promotional products featuring a new brand. Subsequent reassessments measured shifts in participants' perceptions of the brand. Using the Theory of Planned Behavior, which suggests that attitudes, social norms, and perceived control shape a person’s intentions (Ajzen, 2011), the statistical analysis reveals significant changes. These findings provided valuable insights for marketers and advertisers aiming to enhance promotional product campaigns to influence brand perception and consumer behavior. Furthermore, the study's focus on the intersection of behavioral marketing offered valuable insights for developing more effective marketing and branding strategies. Clear and impactful branding is paramount for business success, this research provided empirical evidence and practical recommendations that can be directly applied to improve business practices. By addressing these issues, the study contributes to a deeper understanding of how behavioral insights can be harnessed to foster better marketing and brand strategies. The findings revealed significant insights into how principles like Nudge Theory influence consumer behavior, highlighting key factors that enhance marketing efficiency and can improve brand loyalty. As a result, companies can implement targeted branding strategies and behavioral interventions to improve consumer engagement, fostering a more receptive and loyal market.