“Packaging as a brand-building tool”Student: Marija Antunovic
Advisor : Bruno BusaccaSecond Advisor : Elena Feltrinelli
Discussant: Maria Carmela Ostillio
WHY FOCUS ON PACKAGING DESIGN
• Fierce competition
• Reduced marketing and promotional budgets
• Companies are struggling to differentiate
• Decline in productivity of traditional marketing tools
• Packaging is cost effective
PACKAGING DESIGN LITERATURE OVERVIEW
PACKAGING
Secret Salesman (Pilditch, 1961)
Differentiation Tool (Berkowitz, 1987)
Customer Response (Bloch, 1995)
Customer Decision Making Process (Garber, 1995)
Attention, Categorization and Evaluation (Schoorsmans&Robben ,
1997)
Financial Performance (Hertenstein, Platt, Veryzer, 2005)
PACKAGING AND BRAND MANAGEMENT LITERATURE
2002 Underwood, Klein, Burke
2008 Orth, Malkewitz
2004Henderson, Giese, Cote
Communication roleBrand identity
Brand evaluation
Brand impressionsBrand identityBrand strength
Predictable Brand impressions
2009 Limon, Kahle, Orth
Cross cultural differences of Packaging communication
vehicle
OBJECTIVE OF THE STUDY:
Prove empirically that PACKAGING influences BRAND EQUITY by testing the relationships between the packaging stimulus and VITAL brand equity assets
METHODOLOGY:
•Descriptive customer survey based on evaluation of a packaging visual stimulus•Non probability sample•Sample size 300 respondents•Data collection method: online survey
THE CONCEPTUAL MODEL!
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Hypotheses:H1. Attitude towards packaging is related to a) Brand Trust b) Brand AffectH2. Brand Trust is related to a) Purchasing Loyalty b) Attitudinal LoyaltyH3. Brand Affect is related to a) Purchasing Loyalty b) Attitudinal LoyaltyH4. Attitude towards packaging is related to a) Purchasing Loyalty b) Attitudinal Loyalty
CognitiveAffectiveConative
SCALE RELIABILITYCONSTRUCT AUTHOR COEFFICIENT ALPHA
Attitude towards packaging Perrien, Dussart, Paul (1985) 0.945
Brand Trust Chaudhuri, Holbrook (2001) 0.901
Brand Affect Chaudhuri, Holbrook (2001) 0.924
Purchasing Loyalty Chaudhuri, Holbrook (2001) 0.764
Attitudinal Loyalty Chaudhuri, Holbrook (2001) 0.840
All items were measured on a 7 point semantic scale
MAIN EMPIRICAL FINDINGS!
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MANAGERIAL IMPLICATIONS
• Packaging is a brand-building tool with the ability to induce positive brand emotions, trust and loyalty
• Empirical results indicate that packaging influences brand equity, thus we provide the justification for packaging expenditures
• In packaging design process, marketing managers should strike a balance between eliciting strong and positive emotions and presenting relevant information that communicates brand proposition
• Brand Affect is a more influential determinant of Customer’s Loyalty