An experimental study of the effect of packaging colour on children's evaluation of packaging and attitude towards the brand

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nora Bezaz ◽  
Mathieu Kacha
Keyword(s):  
Design Methodology ◽  
Food Product ◽  
Content Type ◽  
Point Of Sale ◽  
Product Categories ◽  
Healthy Diets ◽  
Marketing Tool ◽  
Age Features ◽  
Practical Implications ◽  
Additional Product

PurposeThis article aims to determine how packaging colour (hue, saturation and brightness) for a healthy food product might influence children's evaluation of the packaging and their attitude towards the brand.Design/methodology/approachAn experiment involving 157 children (7–12 years of age) features a within-subject, factorial design. The product selected for this experiment is an unknown brand of orange juice.FindingsEach colour dimension on packaging exerts an impact on children's evaluation of the packaging and attitude towards the brand. Therefore, the colour featured on packaging can be an effective lever for action to ensure and enhance children's healthy diets.Research limitations/implicationsFurther research should investigate these effects across additional product categories, brands and colours.Practical implicationsPackaging is an important marketing tool that influences children's evaluation of the packaging and attitude towards the brand, especially at the point of sale. To understand and exploit these packaging colour effects appropriately for healthy products, it is crucial to understand the effects of various packaging colour dimensions.Originality/valueLittle prior research has addressed the effects of packaging on children's responses, especially by accounting for multiple colour dimensions. Nor has extant research identified how packaging colour dimensions can affect children's evaluation and brand attitude. Especially in consideration of the growing problem of childhood obesity, it is important to give marketers effective ways to promote healthy products.

Examining the influences of perceived exclusivity and perceived rarity on consumers' perception of luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xujia Wang ◽  
Billy Sung ◽  
Ian Phau
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Content Type ◽  
Product Categories ◽  
Theoretical Support ◽  
Confirmatory Factor ◽  
Luxury Market ◽  
Practical Implications

PurposeThe purpose of this study is to investigate how exclusivity and rarity (natural versus virtual) influence consumers' perceptions of luxury. Further, it examines whether exclusivity and rarity can function as distinct marketing strategies in today's luxury market environment.Design/methodology/approachOnline questionnaires were administered by adapting developed scales from prior research. Research stimuli were chosen from three luxury categories including bags, wine and cruise. Confirmatory factor analysis and multiple regressions were used to test the hypotheses.FindingsThe results confirmed that exclusivity, natural rarity and virtual rarity were perceived as relatively distinct constructs among our sample. Findings also highlighted that perceived natural rarity (PNR) has consistently emerged as a positive and significant contributor to consumers' perceptions of luxury across all three luxury categories. The influence of perceived exclusivity (PE) on perceptions of luxury has also shown to be significant for two product categories (luxury bag and luxury wine), whereas perceived virtual rarity (PVR) did not show any significant effects across all three categories.Practical implicationsThe results indicate that consumers perceive natural rarity, virtual rarity and exclusivity as relatively distinctive marketing strategies. This suggests that luxury businesses can adopt each strategy independently to achieve desired marketing outcomes.Originality/valueThis study offers theoretical support for the proposition that exclusivity and rarity may have different functions in luxury marketing implementations. It provides empirical evidence showing the distinctiveness of perceived exclusivity and perceived rarity, which have not be done in previous research.

Networking as a marketing tool in small companies: a random and informal approach

2018 ◽  
Vol 39 (2) ◽  
pp. 47-55 ◽  
Author(s):  
Mário Franco
Keyword(s):  
Design Methodology ◽  
Qualitative Approach ◽  
Small Companies ◽  
Content Type ◽  
Market Opportunities ◽  
Marketing Activities ◽  
Marketing Tool ◽  
Exploratory Case Studies ◽  
Practical Implications ◽  
Informal Approach

Purpose The purpose of this paper is to identify and analyse the particularities of marketing in small and medium-sized enterprises (SME), to try to understand how networking can influence the marketing activities implemented in this firm segment. Design/methodology/approach For this purpose, the author decided on a qualitative approach and performed exploratory case studies of four SMEs in Portugal. Findings The results obtained show that the owners/managers of the SMEs studied here recognize the importance of marketing and networking, but have not yet implemented them in a structured way. In these SMEs, marketing is informal and reactive to market opportunities. Practical implications This study contributes to showing the importance of marketing in SMEs, providing more information and evidence about marketing in this firm sector, as well as about the owner/manager’s influence on the use of networking in marketing activities. Originality/value In spite of the opportunities associated with networking in SMEs, there is only limited empirical evidence of its importance in marketing activities. This holds particularly for the realm of SMEs.

Being the first entrant and getting stuck in the middle

2017 ◽  
Vol 51 (7/8) ◽  
pp. 1178-1196 ◽  
Author(s):  
Elisa Montaguti ◽  
Alessandra Zammit
Keyword(s):  
Design Methodology ◽  
Decision Rules ◽  
New Product ◽  
Decision Strategy ◽  
Extreme Position ◽  
Content Type ◽  
Product Categories ◽  
Relative Disadvantage ◽  
Pioneering Advantage ◽  
Practical Implications

Purpose This paper aims to examine how pioneering advantage interacts with the compromise effect generated by new product entries. Building on prior work on pioneering advantage and extreme aversion, this research moves toward understanding how the choice share of a pioneer realigns as a consequence of new product entries generating compromise-like scenarios. Design/methodology/approach The authors run three experiments to test their propositions. The authors present one study which documents the effect. The second study provides process evidence. The third study suggests how brands can neutralize the adverse effect on their share generated by the followers’ entry/positioning. Findings In three studies, the authors showed that when a pioneering product becomes intermediate in a choice set, its share is more adversely affected than when it becomes extreme. The authors show that this depends on consumers’ propensity to use non-compensatory decision rules in the presence of a pioneering alternative. The authors also document that the relative disadvantage of the intermediate pioneer can be overcome when the reasons for selecting an intermediate alternative based on a compensatory decision rule are restored. Practical implications The research provides guidelines for managers wanting to enter product categories where a pioneer already exists. The authors show that opting for an extreme position that renders the pioneer intermediate can be rewarding. In contrast, being the second extreme player in a market where the pioneer becomes extreme reduces the expected share of this last entrant. Originality/value The authors’ contribution is in showing that this decision strategy can clash with the rule consumers generally use in a compromise setting and that this clash generates two different effects when the pioneer becomes intermediate or extreme.

Breaking the retail rules

2014 ◽  
Vol 30 (6) ◽  
pp. 32-34
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Middle Aged ◽  
Content Type ◽  
Point Of Sale ◽  
Massive Point ◽  
Pertinent Information ◽  
The Uk ◽  
Practical Implications

Purpose – The purpose of this paper is to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds his/her own impartial comments and places the articles in context. Findings – The UK TV sitcom “Open All Hours” is a truly terrible example of convenience retailing. The situation is that of a corner shop in Northern England run by a cantankerous middle aged man with a pronounced stutter, who variously abuses, gossips about or tries to flatter his customers. Inventory is massive, point of sale technology primitive, and as the title suggests, opening hours are long. Hilarity ensues. Practical implications – This study provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and an easy-to-digest format.

The plan behind the scan: using QR codes as a service and marketing tool

2014 ◽  
Vol 31 (10) ◽  
pp. 17-19 ◽  
Author(s):  
Elizabeth Berndt-Morris ◽  
Kari Chrenka
Keyword(s):  
Design Methodology ◽  
Research University ◽  
New Technologies ◽  
Scan Statistics ◽  
Qr Codes ◽  
Content Type ◽  
Marketing Tool ◽  
One Year ◽  
Practical Implications ◽  
Large Research

Purpose – This paper aims to describe the approach of using quick response (QR) codes in a large US research university library. It describes the reasoning behind the numerous decisions that were made throughout the process. Design/methodology/approach – This project was carefully planned to keep detailed organized statistics, effective and clear signage and low expenditures. After one year, the patrons were surveyed regarding library QR use and those results were compared with scan statistics. Findings – This preliminary research into the use of QR codes in a large research library validates that the codes effectively demonstrate the Library’s willingness to reach patrons in innovative ways. It also confirmed the need to promote the usefulness of scanning the codes. Practical implications – Some patrons stated they did not own a smartphone or have an application (app) on their phone that could scan QR codes; therefore, alternate methods of accessing the information should be provided. Social implications – The survey established that not all patrons recognize what QR codes are by name and/or by function, and libraries should recognize this need for education when imploring new technologies. Originality/value – This paper looks at the opportunities provided to libraries through the use of QR codes, including the benefits of using them as a point of need service tool and marketing device.

Colour of food as a vector for children’s well-being

2019 ◽  
Vol 47 (6) ◽  
pp. 659-679
Author(s):  
Pascale Ezan ◽  
Gaelle Pantin-Sohier ◽  
Caroline Lancelot-Miltgen
Keyword(s):  
Creative Thinking ◽  
Design Methodology ◽  
Three Dimensional ◽  
Food Product ◽  
Well Being ◽  
Product Packaging ◽  
Content Type ◽  
Children’S Behaviour ◽  
The Impact ◽  
Practical Implications

Purpose A product colour plays an important role in consumers’ preferences. The purpose of this paper is to highlight the impact of the three-dimensional character of colour (brightness, saturation and vividness) on children’s behaviour towards a food product and as a source of well-being. Design/methodology/approach Two experiments were conducted. Study 1 was conducted with 62 children and used four visuals of syrup presenting two colours (red/green) and two variations of vividness (vivid/dim). Study 2 was conducted with 70 children and used four pictures of stewed apples and four pictures of pouches to test the influence of each dimension of colour on children’s preferences for the product and the product packaging. Findings Results show that the three-dimensional character of colour plays an important role in children’s gustatory inferences and well-being. Research limitations/implications The study is restricted to one food product (in each study) habitually consumed by children. Other products could be investigated to show how colour can contribute to children’s well-being. Practical implications The paper addresses the issue of well-being as a potential brand-positioning element. Social implications The paper suggests new avenues to use the brightness/saturation or vividness of a product or packaging colour as a potential element to arouse positive sensations that generate children’s well-being even when the product is not a preferred one. Originality/value This works initiates creative thinking concerning the impact of a product colour on children consumers.

Brand personality and purchase intention

2015 ◽  
Vol 27 (5) ◽  
pp. 462-476 ◽  
Author(s):  
María de la Paz Toldos-Romero ◽  
Ma. Margarita Orozco-Gómez
Keyword(s):  
Regression Analysis ◽  
Undergraduate Students ◽  
Purchase Intention ◽  
Design Methodology ◽  
Consumer Preferences ◽  
Brand Personality ◽  
Personality Dimensions ◽  
Content Type ◽  
Product Categories ◽  
Practical Implications

Purpose – The purpose of this paper is to analyze the effects of brand personality dimensions on purchase intention. Furthermore, the brand personality dimensions are compared to study the differences between users and non-users of 12 brands. Design/methodology/approach – An estimated 400 undergraduate students participated. They were given a questionnaire divided into two sessions (six brands of think products in one session and six brands of feel products in another session). In the end, 313 participants completed the questionnaire on the six brands of think products, and 320 completed the questionnaire on the six brands of feel products. Findings – Multiple regression analysis revealed that Hipness/Vivacity, Success, Sincerity and Sophistication brand personality dimensions are significant predictors of purchase intention. In addition, Domesticity/Emotionality and Professionalism also explain purchase intention but with a negative weight. The results are also broken down into product categories. Compared with non-users of the brands, the users rate the brands higher in all the brand personality dimensions. Practical implications – This paper should prove useful to marketing practitioners to understand how Mexican customers perceive their brands and those of their competitors and, therefore, to understand what competitors of these brands can do to increase purchase intention. Originality/value – The results found regarding purchase intention are important, as they can be used to identify those personality brand dimensions that appear to be most important in explaining consumer preferences.

What do marketers post on brands’ Facebook pages in Islamic countries?

2019 ◽  
Vol 10 (4) ◽  
pp. 1272-1287
Author(s):  
Mohammad Hatim Abuljadail ◽  
Louisa Ha
Keyword(s):  
Saudi Arabia ◽  
Content Analysis ◽  
Design Methodology ◽  
Arabic Language ◽  
Content Type ◽  
Global Brands ◽  
Product Categories ◽  
Informative Content ◽  
Facebook Pages ◽  
Practical Implications

Purpose This paper aims to investigate the “posting” behavior of marketers on brands’ Facebook pages and whether these “posting” behaviors differ between local and global brands in Saudi Arabia. Design/methodology/approach The study randomly selected a total of 400 Facebook brand page posts from a matching sample of top 20 global and 20 local brands in Saudi Arabia using content analysis. Findings One of the notable findings show that global brands are more likely to post content that consists of prizes/giveaways, games/competitions and socializing than local brands, while local brands are more likely to post informative content than global brands. The findings also show that local brands are more likely to use content that includes Islamic messages, women in modest clothing, Arabic language and Saudi dialect than global brands. Research limitations/implications This study is limited to 20 global and 20 local brands. More product categories are needed. Practical implications The findings of this study have implications for marketers in regards to what types of communication content is more likely to be posted on brands’ Facebook fan pages in Saudi Arabia – especially for those global brands that are interested in having a localized brand Facebook fan page for Saudi Arabia. Originality/value The first study to compare Facebook strategies used by global brands and local brands in the same market.

Putting a price on sustainability

2015 ◽  
Vol 31 (7) ◽  
pp. 8-10
Keyword(s):  
Fair Trade ◽  
Design Methodology ◽  
Reading Time ◽  
Purchase Behavior ◽  
Sustainable Food ◽  
Content Type ◽  
Product Categories ◽  
Pertinent Information ◽  
The One ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Sustainability has over recent times become one of those buzzwords there seems little escape from. As a consequence, the number of product categories untarnished by its associated implications is diminishing all the time. Food is clearly the one sector where sustainability issues are very much to the fore. The advent of labeling practices to indicate such as organic or Fair Trade has further ensured their prominence. Persuading consumers to buy sustainable food products has, however, produced mixed results to date. Numerous individuals readily voice their approval of any initiatives aimed at safeguarding natural resources or promoting animal welfare, for example. But their actual purchase behavior often tells a different story. Words clearly speak louder than actions in these cases. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals Social media influencers, product placement and network engagement: using AI image analysis to empirically test relationships

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Richard N. Rutter ◽  
Stuart J. Barnes ◽  
Stuart Roper ◽  
John Nadeau ◽  
Fiona Lettice
Keyword(s):  
Social Media ◽  
Return On Investment ◽  
Design Methodology ◽  
Network Effects ◽  
Product Placement ◽  
Content Type ◽  
Product Categories ◽  
Close Fit ◽  
Practical Implications ◽  
Beauty Products

PurposeThis research tests empirically the level of consumer engagement with a product via a nonbrand-controlled platform. The authors explore how social media influencers and traditional celebrities are using products within their own social media Instagram posts and how well their perceived endorsement of that product engages their network of followers.Design/methodology/approachA total of 226,881 posts on Instagram were analyzed using the Inception V3 convolutional neural network (CNN) pre-trained on the ImageNet dataset to identify product placement within the Instagram images of 75 of the world's most important social media influencers. The data were used to empirically test the relationships between influencers, product placement and network engagement and efficiency.FindingsInfluencers achieved higher network engagement efficiencies than celebrities; however, celebrity reach was important for engagement overall. Specialty influencers, known for their “subject” expertise, achieved better network engagement efficiency for related product categories. The highest level of engagement efficiency was achieved by beauty influencers advocating and promoting cosmetic and beauty products.Practical implicationsTo maximize engagement and return on investment, manufacturers, retailers and brands must ensure a close fit between the product type and category of influencer promoting a product within their social media posts.Originality/valueMost research to date has focused on brand-controlled social media accounts. This study focused on traditional celebrities and social media influencers and product placement within their own Instagram posts to extend understanding of the perception of endorsement and subsequent engagement with followers. The authors extend the theory of network effects to reflect the complexity inherent in the context of social media influencers.

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