Article2011

Brand names on packaging and their impact on purchase preference

26 citations0/0 files storedJournal of Consumer Behaviour

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Consumer Packaging Perceptions and Trends

Abstract

Abstract This study examines whether appearance of corporate, product and dual brand names (or a combination of brand names used together) on packaging influence consumer purchase preference. The face‐to‐face survey consists of consumers rating their purchase preference on a 7‐point scale sixteen random brand names, and combinations of brand names on packaging along with three different prices, each for two product categories: chocolate and cereals – a total of 4032 observations are examined. Hypotheses are tested using multiple linear regression models. The findings show corporate, product and dual brand names have little impact on purchase preference per se, instead brand category dominance influence consumer choice, and corporate names do not add value as previously thought. The study suggests trends and contexts in which, a corporate name and a product brand name may be extended to optimise consumer brand associations and influence purchase, as well as strategies for extending in remote product categories. Future research needs focusing on international consumers' response on brand linkages in the international arena, and the issues of brand building and brand equity maintenance in international markets. The study makes contribution to brand extension, brand portfolio management and strategic brand management research. Copyright © 2011 John Wiley & Sons, Ltd.

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References

2025Advances in Consumer Research 1975Family resemblances: Studies in the internal structure of categories 1997The Company and the Product: Corporate Associations and Consumer Product Responses 1990Consumer Evaluations of Brand Extensions 1992Managing Brand Equity: Capitalizing on the Value of a Brand Name 1981Social Judgment: Assimilation and Contrast Effects in Communication and Attitude Change 1981Designing Research for Application 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency

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