The spillover effect in the dark market

Abstract

This research aims to analyse and evaluate to what extent marketing of a company’s non-alcoholic beer influences customer purchase intention of the company’s alcoholic beer. Through a quantitative study, the collected data provided informative insight to better understand how marketing of non-alcoholic beer influences customer purchase intention when operating in a dark market. Initially, we confirm that marketing of non-alcoholic beer influences the purchase intention for beer with alcohol more than it influences the purchase intention towards beer without alcohol. Next, we show a presence of the spillover effect when there is a higher purchase intention of a firm's alcoholic beer, given that people have a higher awareness that the company owns the non-alcoholic beer. Then, H2 is confirmed on how higher equity towards Munkholm indicates a higher purchase intention for beer, and on that basis for Ringnes’ products. In addition, H3 is statistically confirmed where heavier consumers of alcoholic beer will experience a higher purchase intention towards alcoholic beer when being exposed to a non-alcoholic commercial, than consumers with lower consumption. Finally, in contrast to the theory, marketing of beer with alcohol versus beer without alcohol does not influence the purchase intention of the non-alcoholic beer more than marketing of non-alcoholic beer versus beer with alcohol influences the purchase intention of beer with alcohol. Ultimately, based on the five hypotheses, which make up different aspects of our research question, we conclude that marketing of a company's non-alcoholic beer do to some extent influences the customer purchase intention of the company's alcoholic beer.