Table of Content

List of tables and figures 7
1. Introduction 8
1.1 Background of the research 8
1.2 Irish Food and Drink Industry 10
1.3 Context for the research 10
1.4 Research question and objectives 10
1.5 Dissertation Road-map 11
1.6 Limitations 11
2. Literature Review 12
2.1 Brand Storytelling 12
2.2 Brand 14
2.3 Brand Image 14
2.4 Brand Knowledge 17
2.4.1 Brand Awareness 18
2.5 Brand Personality 18
2.6 Consumer Neuroscience 19
2.6.1 Brand Preferences 21
2.6.2 Cortical Relief 21
2.6.3 System1, System2 23
2.7 Brand Loyalty 24
3. Research Methodology 25
3.1 Research Methodology Introduction 25
3.2 Research Design 26
3.2.1 Research Philosophy 26
3.2.2 Research Approach 28
3.2.3 Research Strategy 29
3.2.4 Exploratory Research 30
3.2.5 Research Choice 32
3.3 Research Time Horizon 33
3.4 Population and Sampling 33
3.5 Data Collection 35
3.5.1 Secondary Data Collection 36
3.5.2 Primary Data Collection 37
3.6 Focus Group 37
3.6.1 Planning the Focus Group 39
3.6.2 Conduction the Focus Group 41
3.6.3 Issues in Focus Group 44
3.6.4 Reporting the Focus Group Data 45
3.7 Research Ethics 46
3.8 Limitations to the research 46
4. Data Analysis 47
4.1 Introduction 47
4.2 Objectives. Loyalty, Perceptions and Purchase intention 47
4.3 Guinness Advert – ‘Behind every great horse’ 50
4.4 DairyGold – ‘What would you do in an extra minute?’ 52
4.5 Jamesons – ‘Scully was to blame’ 54
5. Conclusion and Recommendations 55
5.1 Introduction 55
5.2 Objective 1 – Consumer Brand Perception 55
5.3 Objective 2 – Generate greater purchase intentions 56
5.4 Objective 3 – Favourable change in consumer’s brand loyalty 56
5.5 Consumer Nostalgia 56
5.6 Sensory Marketing 57
5.7 Brand Relatability 57
5.8 Recommendations 58
5.9 Limitations and Suggestions for further research 59
6. Self-Reflection on learning style 59
6.1 Learning Styles 60
6.2 Master of Science Marketing Degree 62
References 63
Appendix 71