The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience

Underwood, Robert L.

doi:10.1080/10696679.2003.11501933

Cited by 349 publications

(313 citation statements)

References 26 publications

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“…Product packaging could also become a close part of consumers' lives, helping them making quality judgments and enhance their involvement and linkage to the brand [61], which becomes an important source of brand equity [91]. However, excessive packaging may be inconvenient for using the product and thus produce negative association and damage the consumer-brand relationship [89].…”

Section: The Negative Effect Of Excessive Product Packaging On Green mentioning

confidence: 99%

“…The symbolic meaning of product packaging includes convenience, environmental awareness, expertise, reputation, value, etc. [89], which enriches brand value and fortifies brand inheritance [90], and further impacts the consumer-brand relationship. Product packaging could also become a close part of consumers' lives, helping them making quality judgments and enhance their involvement and linkage to the brand [61], which becomes an important source of brand equity [91].…”

Section: The Negative Effect Of Excessive Product Packaging On Green mentioning

confidence: 99%

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The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image

et al. 2017

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Abstract:This study develops an original framework to explore the influence of excessive product packaging on green brand attachment and to discuss the mediation roles of green brand attitude and green brand image. Structural Equation Modeling (SEM) is applied to verify the research framework. The results from a dataset of 238 valid questionnaires show that excessive product packaging has no direct effect on green brand attachment. However, green brand attitude and green brand image fully mediate the negative relationship between excessive product packaging and green brand attachment. Managerially, this study helps firms understand that excessive product packaging may bring damage to green brand attitude and green brand image, which positively relate to green brand attachment. Thus, committing to promoting the functional benefit of green products, firms must not neglect the negative effects of excessive product packaging.

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Section: The Negative Effect Of Excessive Product Packaging On Green mentioning

confidence: 99%

Section: The Negative Effect Of Excessive Product Packaging On Green mentioning

confidence: 99%

The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image

et al. 2017

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“…However, it is important to note that, in packaging food products, the package colors usually take the colors of the actual product. Underwood (2003) suggest that the product package typography affect the brand identity and personality due to multiple structural and visual elements, including brand logo(s), colors, fonts, package materials, pictorials, product descriptions, shapes and other elements providing rich brand associations. Legibility and readability of the product package are critical concepts of the product typography mostly because, when products are displayed in the shelf, the rationale for package typography is to reduce time spent looking for the particular brand, by ensuring the customer easily locates, identify and notices their preferred brand.…”

Section: Packaging Attributesmentioning

confidence: 99%

The Effect of Packaging Attributes on Consumer Buying Decision Behavior in Major Commercial Cities in Ethiopia

Imiru¹

2017

IJMS

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Due to increasing self-service and changing consumers' lifestyle, the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. The objective of this survey was to examine the effect of packaging attributes on consumer buying decision behavior. A total of 384 questionnaires were distributed to standard supermarkets in Addis Ababa and other major cities in Ethiopia. Only 369 questionnaires were returned at the end of the data collection process, which gave the response rate of 96 per cent. However, during the data cleaning only 362 were usable and used for the subsequent statistical analysis. Data collected were analyzed using correlation and regression. Innovation has the strongest effect on cereal food purchase decision (0.392) followed by printed information (0.193), background image (0.168) and font size (0.168). However, there were no significant relationships between packaging color (-0.054) and packaging materials (0.016) in the purchase decision of the cereal packaged food. Ethiopian consumers do not give weight to packaging color and the quality of the packaging material. The findings of this survey will be used to make recommendations to marketers to enhance their level of insight about consumers buying decisions. However, there were no significant relationships between packaging color and packaging materials in the purchase decision of the cereal packaged food.

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“…Packaging prevents damage that can occur during distribution [29]. Packaging is an indispensable element in product sales because it gives specific information about a product [30]. Packaging catches the consumer's eye, and it can affect the consumer's purchase intentions.…”

Section: Theoretical Background and Hypothesismentioning

confidence: 99%

Consumers’ Attitude toward Sustainable Food Products: Ingredients vs. Packaging

et al. 2016

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Abstract:The availability of and preference for eco-friendly products have increased; however, understanding of sustainable products is still insufficient because most studies have been focused only on organic products. The availability and understanding of organic products are high, but not complete. With regards to environmental protection, it is important to focus not only on the eco-friendly ingredients but also on the eco-friendly packaging because packaging has recently been found to be a primary cause of pollution. Through three studies, this article investigated the interaction between the effect of consumers' willingness to buy (WTB), the price premium for eco-friendliness (internal: eco-friendly ingredients vs. external: eco-friendly packaging), and the product's attributes. Three experimental studies were conducted to determine whether the consumers' WTB and the price premium for sustainable products differ according to the eco-friendliness of the product and the product's attributes. In Study 1 and Study 3, analysis of variance (ANOVA) was conducted; and, in Study 2, analysis of covariance (ANCOVA) was conducted. The results of Study 1 and Study 2 suggested that the consumers' WTB for sustainable products can differ according to the product's attribute. Moreover, results of Study 3 revealed that consumers' WTB and satisfaction for sustainable products can differ according to level of packaging.

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The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience

Cited by 349 publications

References 26 publications

The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image

The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image

The Effect of Packaging Attributes on Consumer Buying Decision Behavior in Major Commercial Cities in Ethiopia

Consumers’ Attitude toward Sustainable Food Products: Ingredients vs. Packaging

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