Is less more or a bore? Package design simplicity and brand perception: an application to Champagne

Favier, Manon; Celhay, Franck; Pantin-Sohier, Gaëlle

doi:10.1016/j.jretconser.2018.09.013

Cited by 65 publications

(48 citation statements)

References 49 publications

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“…As a strategic driver of purchase intention both on the shelves of retail outlets and online (Rettie and Brewer, 2000), packaging plays a key role in creating desire for products (Bigoin-Gagnan and Lacoste-Badie, 2018). Consequently, an increasing body of research has been dedicated to explore the packaging components on the consumer reactions (Ampuero and Vila, 2006; Favier et al , 2019; Jones et al , 2018; Krishna et al , 2017; Wells et al , 2007; Wang, 2013), among which the role of packaging transparency (Chandran et al , 2009; Bileter et al , 2012; Simmonds et al , 2018, 2019; Van Esch, Heller and Northey, 2019).…”

Section: General Conclusion and Contributionsmentioning

confidence: 99%

“…Packaging has utility value for brands, consumers and retailers; it can be a means of communicating brand identity (Lee et al , 2019; Underwood, 2003), an attention-grabbing tool (Krishna et al , 2017; Underwood et al , 2001), and a driver of purchase intention both on the shelves of retail outlets and online (Rettie and Brewer, 2000). The impact of various packaging attributes on consumer behaviour has thus far been studied in terms of design (Ampuero and Vila, 2006; Favier et al , 2019; Jones et al , 2018; Krishna et al , 2017; Wells et al , 2007; Wang, 2013), imagery (Hota and Charry, 2014; Khan, 2017; Underwood et al , 2001, Van Rompay et al , 2014), size (Wansink, 1996), colour (Mai et al , 2016) and shape (Van Esch et al , 2019; Wansink and Van Ittersum, 2003).…”

Section: Introductionmentioning

confidence: 99%

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When is transparent packaging beneficial?

Sabri

Doan²,

Malek

et al. 2020

IJRDM

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PurposeThe purpose of this paper is to demonstrate that the positive effect of packaging transparency on purchase intention is moderated by product quality risk (PQR) associated with the product category.Design/methodology/approachTwo separate experiments were conducted. Study 1 was designed to test the mediating role of perceived quality to account for the positive effect of transparency on purchase intention. Two types of packaging (opaque vs transparent) for a product associated with a high level of PQR were examined. Study 2 extended the findings by introducing the moderating role of PQR. A 2 (type of packaging: opaque vs transparent)*2 (PQR: low vs high) between subjects design was used.FindingsThe moderating role of the product PQR level is established: transparent packaging improves the product perceived quality and brand purchase intention when the product is associated with a high PQR, whereas there is no such preference for transparent packaging when the product is associated with a low PQR.Practical implicationsThe results offer insights to better understand the potential gains from adopting transparent packaging. If a brand manager's main goals are to develop sales, costly investments in research and development of transparent packaging appear to be fruitful only for products associated with high PQR.Originality/valueThis paper contributes to packaging, cue utilisation and perceived risk literatures by evidencing the moderating role of PQR to explain the positive effect of transparency on purchase intention.

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Section: General Conclusion and Contributionsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

When is transparent packaging beneficial?

Sabri

Doan²,

Malek

et al. 2020

IJRDM

View full text Add to dashboard Cite

show abstract

“…Para determinar los criterios de diseño se partió de los valores asociados al grado de elaboración o complejidad en el diseño gráfico (Favier, Celhay, & Pantin-Sohier, 2019) y, tras contrastarlos con diseñadores por medio de entrevistas en profundidad, se identificaron una serie de ítemes que permitieron definir una escala para establecer tipologías de diseño.…”

Section: Total 18unclassified

Influencia del atractivo de la presentación de los vinos en la percepción de calidad e intención de consumo

Armas¹,

Taño²,

Martín³

et al. 2021

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“…Previous studies have shown that innovative packaging influences consumer behavior in terms of information packaging (Khan et al 2017), comfort of use and durability (Wyrwa & Barska 2017), help to prevent the food spoilage and be able to observe the freshness of food inside of packaging (Aday & Yener 2015). Innovative packaging with the different elements such as color, material, wrapper designs and new packaging techniques also can influence the imagination, emotion,and perception of the consumer (Ahmed et al 2014;Favier et al 2019). Indirectly, the innovative and quality of the packaging featured reflects the quality of the product (Anon.…”

Section: Introductionmentioning

confidence: 99%

The Relationship Between PSiKKIT Factors and Packaging Innovation Behavior: A Survey Among Micro-Food Entrepreneurs

Amat

Ishak

2020

MJSSH

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The purpose of this study is to determine the relationship between knowledge, attitude, awareness, finance, institutional networking and technology (PSiKKIT) factors and packaging innovation behavior among micro-food entrepreneurs. This study uses a Theory of Planned Behavior is appropriate to be applied in the marketing area and entrepreneurs behavior context. A total of 40 micro entrepreneurs on food under agency guidance in Selangor were selected as a sample through a systematic random sampling technique. The instruments of this study using questionnaires that have been validated by expert to evaluate and have good reliability. The data were analyzed statistically inference using Pearson’s correlating test and multiple linear regression techniques. The findings indicate that there is a significant high and positive linear relationship between institutional networking, attitude, awareness and packaging innovation behavior. On the other hand, knowledge, finance and technology indicate non-significant relationship. The findings of this study also reported that the combination of predictor variables PSiKKIT contributed significantly to the behavior of packaging innovation. In fact, the institutional networking as the dominant predictor factor contributes to the innovation behavior of packaging. The implications of this study have been that the factors of PSiKKIT and the behavior of packaging innovations have different influences. The study also suggested that guidance agencies should focus more on institutional networks, raising awareness, financial support and technology support to promote the practice of packaging innovation among micro-food entrepreneurs.

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Is less more or a bore? Package design simplicity and brand perception: an application to Champagne

Cited by 65 publications

References 49 publications

When is transparent packaging beneficial?

When is transparent packaging beneficial?

Influencia del atractivo de la presentación de los vinos en la percepción de calidad e intención de consumo

The Relationship Between PSiKKIT Factors and Packaging Innovation Behavior: A Survey Among Micro-Food Entrepreneurs

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