"The Influence of Visual Factors of Domestic Premium Cosmetic Package Design on Brand Association, Brand Trust, Purchase Intention - Focused on the Female consumers of Shanghai, China - "

2020 ◽  
Vol 70 (0) ◽  
pp. 51-64
Author(s):  
Xiuping Dai ◽  
Jung-min Han
Keyword(s):  
Purchase Intention ◽  
Brand Trust ◽  
Package Design ◽  
Female Consumers ◽  
Brand Association

Retailer’s Perspective of Product Brand Equity: An Empirical Study of Vietnamese Independent Drink Stores

2011 ◽  
pp. 61-88
Author(s):  
Huong Hoang Thi Thu ◽  
Lin Yu-Li
Keyword(s):  
Brand Equity ◽  
Sales Promotion ◽  
Three Dimensions ◽  
Brand Trust ◽  
Brand Performance ◽  
Business Context ◽  
Brand Association ◽  
Customer Perceived Value ◽  
Trade Promotions ◽  
Retail Grocery

In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity in the business-to-business context. This research attempts to bridge this gap by exploring the customer-based brand equity concept from the retailers’ perspective. The study was conducted in the context of the Vietnamese independent retail grocery sector. This context was chosen on the basis that there has been limited research conducted on branding in the Vietnamese context and due to the prominence of the independent grocery sector in the retail industry of Viet Nam. By using AMOS 16 and SPSS 16.0 software, the results of the study indicate that brand equity plays an important role in the retailing context, and it comprises three dimensions - brand association, brand trust and brand loyalty. As the result of a strong brand, retailers commit to a long-term business relationship with the brand’s manufacturer. Two of these three dimensions of retailer-based brand equity, (brand association and brand trust) are positively and significantly related to the brand’s performance at the retail outlet. Manufacturer support, including advertising, sales promotion and trade promotions has been confirmed by this study to be an antecedent of retailer-based brand equity, brand performance and customer perceived value as well.

Symmetry influences packaging aesthetic evaluation and purchase intention

2018 ◽  
Vol 46 (11/12) ◽  
pp. 1026-1040 ◽  
Author(s):  
Arnaud Bigoin-Gagnan ◽  
Sophie Lacoste-Badie
Keyword(s):  
Mirror Symmetry ◽  
Purchase Intention ◽  
Visual Complexity ◽  
Vertical Axis ◽  
Positive Influence ◽  
Aesthetic Evaluation ◽  
Product Packaging ◽  
Content Type ◽  
Package Design ◽  
The Aesthetic

Purpose The purpose of this paper is to examine the influence of the symmetrical disposition of information items displayed on the front of product packaging on perceived complexity, perceptual fluency, aesthetic evaluation and product purchase intention. Design/methodology/approach A sample of 104 participants was exposed to fast-moving consumer goods packaging. A within-subject design experiment was carried out to assess the influence of the symmetrical disposition of information items displayed on the front of the packaging. ANOVA and a PROCESS procedure to assess mediation (Hayes, 2013) examined the relationships among the factors influenced by symmetry. Findings This study found that the symmetrical disposition of information items around the vertical axis (mirror symmetry) decreased visual complexity and highlighted an “indirect-only mediation” of visual complexity on the aesthetic evaluation of the packaging through processing fluency. This research also highlighted the fact that packaging aesthetic evaluation had a positive influence on purchase intention. Originality/value This study extends knowledge on package design by showing that the elements on which the producer can act (in this case, symmetry on the front of packaging) have an influence on the consumer’s evaluation of the product and intention to purchase.

scholarly journals Descriptive Dimensions of Brand Equity in Service Sector of Pakistan: A Literature Review

2020 ◽  
Vol 13 (4) ◽  
pp. 147-177
Author(s):  
Masood Hassan ◽  
Muhammad Adnan Bashir ◽  
Muhammad Azeem Qureshi
Keyword(s):  
Literature Review ◽  
Brand Equity ◽  
Service Sector ◽  
Service Industry ◽  
Consumer Preference ◽  
Brand Value ◽  
Brand Trust ◽  
Service Companies ◽  
Brand Association ◽  
Brand Credibility

In the industry of goods, the product is the primary brand. However, with services, the company is the primary brand. Branding is not for visible goods but also a significant factor of performance for services. The ability to educate consumers of their expertise and credence values before the order has contributed to the general awareness of the value of products in the service industry in relation to consumer preference. If the brand is an essential consideration in any campaign initiative, it is crucial to consider the meaning of its equity. Brand value is the confidence gained in a brand regardless of customer experience. Because of the strategic advantages of established and established products, brand value is significant. Brand equity can make a significant contribution to the visualization of intangible goods for service companies. Given that there is no research available, this study seeks to suggest descriptive brand equity dimensions in Pakistan's service markets. The history is regarded as Brand Loyalty, Brand Awareness, Brand Association, Brand Perceived Quality, Brand Image, Brand Trust, Brand Credibility as antecedents of brand equity in services markets. This research is focused on the literature review and specifics are discussed. A systemic literature review approach for extracting the existing literature of desire has been used.

scholarly journals PENGARUH KEPUASAN KONSUMEN DAN KEPERCAYAAN MEREK PADA NIAT BERKUNJUNG KEMBALI HOTEL DI YOGYAKARTA

2016 ◽  
Vol 5 (1) ◽  
Author(s):  
RR. Siti Muslikhah ◽  
Yuni Astuti ◽  
Mahyuddin Mahyuddin
Keyword(s):  
Customer Satisfaction ◽  
Purchase Intention ◽  
Consumer Satisfaction ◽  
Sampling Method ◽  
Hierarchical Regression ◽  
Brand Trust ◽  
Validity Testing ◽  
Revisit Intention ◽  
Confirmatory Factor

This study aimed to examine the effect of customer satisfaction on revisit intention hotel in Yogyakarta, either directly or through the mediation of brand trust. Respondents in this study is that stayed in one-star hotels in Yogyakarta. To test the hypothesis quantitatively, the data obtained through a survey of 106 respondents. Sampling method nonprobability sampling with purposive sampling method. Validity testing performed by Confirmatory Factor Analysis (CFA) while reliability testing performed by the item to total correlation and Cronbach's alpha. Meanwhile, to test the effect among variables used hierarchical regression analysis and analysis of mediation Baron and Kenny (1986). Results from this study is that customer satisfaction significant effect on brand trust, brand trust a significant effect on revisit intention. This study also proved that customer satisfaction significant influence on purchase intention of re-either directly or indirectly, that is mediated confidence in the brand. The role of mediation is partially. Keywords: consumer satisfaction, brand trust, repurchase/revisit intention, mediation.

Brand imitation strategy, package design and consumer response: what does it take to make a difference?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fei Qiao ◽  
William Glenn Griffin
Keyword(s):  
Purchase Intention ◽  
Content Type ◽  
Package Design ◽  
Design Elements ◽  
Main Effect ◽  
Gender Neutral ◽  
And Gender ◽  
Imitation Strategy ◽  
Visual Shape ◽  
Main Effects

Purpose This study aims to investigate the effectiveness of a brand imitation strategy for the package design of male-targeted, female-targeted and gender-neutral products. Design/methodology/approach Three (2 × 2 × 2) between-subjects factorial experiments were conducted with three independent variables, namely, visual shape, color and logo, each classified as relevant/divergent. The dependent variables were participants’ attitudes toward the brand, attitudes toward the product and purchase intention. Findings There were no significant main effects or interactions for the male-targeted product. The results for the female-targeted product revealed no significant main effect of visual shape, a significant main effect of color and significant two-way interactions between visual shape and color and between visual shape and logo. Significant main effects were found for visual shape and color for the gender-neutral product. Practical implications A color scheme similar to that of a leading brand in the same product category more powerfully influenced participants’ attitudes and purchase intention, while a more holistically similar design had greater impact than a less holistic design. Some “divergence” or distinctive design elements of the female-targeted product positively influenced participants’ attitudes and behavior. These findings suggest that a brand imitation strategy offers a means for competing in the marketplace, but should be used with caution. Originality/value A conceptual continuum of brand imitation is proposed, incorporating visual semiotics, creativity theory and gender differences in cognitive styles to provide a more systematic method for delineating brand imitation levels.

Shopping online? The role of imagination and gender

2019 ◽  
Vol 53 (12) ◽  
pp. 2604-2628 ◽  
Author(s):  
Manveer K. Mann ◽  
Yuping Liu-Thompkins
Keyword(s):  
Purchase Intention ◽  
Negative Impact ◽  
Experimental Studies ◽  
Product Evaluation ◽  
Brand Experience ◽  
Content Type ◽  
Female Consumers ◽  
Product Use ◽  
Negative Effect ◽  
The Impact

Purpose This study aims to examine gender differences in the impact of imagining product use on purchase decisions. The authors argue that while imagination can enhance purchase intention for female consumers, it can be detrimental to male consumers. This study explores the conditions under which imagination can be turned into a positive device for male consumers. Design/methodology/approach Three experimental studies were conducted. The first two studies illustrate the differential effects of imagination on males vs females. Given the negative effect found among males, the third study focused exclusively on male consumers to identify conditions under which the negative impact of imagination on these consumers can be alleviated. Findings Studies 1 and 2 show that while an imagination tactic has positive or no effect on female consumers, a generic imagination request lowers male consumers’ purchase intention. Focusing on potential ways of alleviating this negative effect, Study 3 shows that for males without prior brand ownership experience, imagining product use in a less-typical context can increase purchase intention. Research limitations/implications The results provide evidence that gender impacts the effectiveness of imagination in improving product evaluation. Furthermore, the context of imagination and previous brand experience can be used together to determine how male consumers respond to imagination. Practical implications The study’s findings warn against the blind use of imagination tactics. Instead, retailers need to customize imagination tactics based on gender, previous brand experience and product usage context. Originality/value To the best of the authors’ knowledge, this is one of the first papers to examine the impact of gender on the influence of imagination on product evaluation.

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