scholarly journals A content analysis of organic product package designs

2019 ◽  
Vol 36 (4) ◽  
pp. 441-448 ◽  
Author(s):  
Polymeros Chrysochou ◽  
Alexandra Festila
Keyword(s):  
Content Analysis ◽  
Environmental Friendliness ◽  
Content Type ◽  
Package Design ◽  
Design Elements ◽  
Product Categories ◽  
Managerial Decisions ◽  
Organic Products ◽  
Product Launches ◽  
Product Package

Purpose Do the package designs of organic products differ from those of conventional products and which package design elements are used more systematically in organic products? This paper aims to address this question by exploring the package design elements of organic products. The proposition is that in addition to package design elements that explicitly communicate and position a product as organic (i.e. organic labels and claims), other package design elements that implicitly convey an organic image are used. Design/methodology/approach The authors conduct a content analysis of the package designs from new product launches in four product categories (butter, cereals, fruit juice and milk) and across four markets (Austria, Denmark, Sweden and Switzerland). Findings The results show that the package designs of organic products differ from those of conventional products based on the presence of more paper material, white and green colours and images displaying nature. Research limitations/implications The findings support the notion that in addition to organic labels and claims, package design elements that implicitly communicate values associated with organic products, such as environmental friendliness and sustainability are used. Originality/value This study is among the few to explore package design elements for organic products. Understanding how the package designs of organic products are constructed can support managerial decisions on the use of the package as a means to better communicate and position organic products.

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.

Engagement-oriented design: a study of New Zealand public cultural heritage institutions crowdsourcing platforms

2020 ◽  
Vol 44 (4) ◽  
pp. 887-912
Author(s):  
Elizabeth Johnson ◽  
Chern Li Liew
Keyword(s):  
Content Analysis ◽  
New Zealand ◽  
Cultural Heritage ◽  
Case Studies ◽  
Future Research ◽  
User Interest ◽  
Content Type ◽  
Design Elements ◽  
Design Recommendations ◽  
Starting Point

PurposeThe purpose of this study is to propose a set of design recommendations for crowdsourcing platforms with a focus on user engagement. A sample of New Zealand (NZ) cultural heritage institutions (CHIs) crowdsourcing platforms were assessed, with the aim of offering insights into how they have been designed to encourage dialogue and engagement and to sustain participation.Design/methodology/approachThe design recommendations were derived from a review of related works. Following this, 12 crowdsourcing projects overseen by libraries, museums and an archive in NZ were assessed against the recommendations through content analysis.FindingsThe recommendations were classified into four main categories. These were promote ease of use, attract and sustain user interest, foster a community of users and show users that their work is contributing to the institution and society. The findings indicated that the sample of crowdsourcing projects assessed were generally successful at displaying the credibility and significance of their projects, and promoting their crowdsourced collections. Many of the projects could nevertheless benefit from providing further support to promoting dialogues and engagement with their users and contributors and sustaining offline community interaction.Research limitations/implicationsThe content analysis conducted was focused on the functionality of design elements of the crowdsourcing platforms. The design recommendations derived from the analysis were intended as a starting point for discussion and they would need to be validated in further studies. Other relevant project information such as funding and staffing, promotion and outreach efforts were not solicited in this study. Such information could provide important contextualisation. Future research could take the form of in-depth case studies, including surveying those involved in the projects and stakeholders to investigate such contextual aspects of crowdsourcing projects.Originality/valuePrevious research on crowdsourcing in NZ CHIs consisted of single case studies. This study provides a wider snapshot and insights into digital crowdsourcing platforms from public NZ CHIs. The study findings have practical implications for project managers and Web designers involved in crowdsourcing projects, particularly those in the cultural heritage sector.

Brands, love and family

2016 ◽  
Vol 25 (1) ◽  
pp. 69-83 ◽  
Author(s):  
Pramod P. Iyer ◽  
Audhesh K Paswan ◽  
Arezoo Davari
Keyword(s):  
Content Analysis ◽  
Family Members ◽  
Empirical Work ◽  
Decision Makers ◽  
Content Type ◽  
Product Categories ◽  
Multiple Decision Makers ◽  
Functional Product ◽  
Mother And Child ◽  
Decision Making Behavior

Purpose – The purpose of this study is to explore the extent to which love cues are used by brands targeted at multiple decision-makers in a family, specifically the mother and child. Design/methodology/approach – First, secondary database (SmartyPants, 2013) is used to identify clusters of brands with similar benefit groups (i.e. health and nutrition food, indulgence food, entertainment and technology for entertainment and learning) that are most loved by mothers and/or children. Next, a content analysis of the ads for brands in these clusters is used to identify the common positioning cues across these clusters. The data from the content analysis are used to explore the extent to which love cues (along with functional and hedonic) are used by these brands loved by mothers and children. Findings – The results of this study indicate that functional cues dominate the ads for the brands in functional product categories, as well as hedonic product categories. Love cues dominate the ads for functional brands preferred by only either moms or kids, whereas for hedonic brands, love cues dominate the ads targeted at both moms and kids. Research limitations/implications – The authors hope that this study provides an impetus for more empirical work toward understanding the role of love in positioning brands aimed at multiple family members. Practical implications – Love, the underlying thread that connects a family, can be used by brand managers to appeal to multiple family members. Social implications – Families are fundamental to the society. The authors hope that this study helps marketers appreciate that and do a better job of marketing to the families, as families also form the fundamental units of purchase and consumption. Originality/value – This study uses value congruency framework to look at the notion of love as a positioning theme for brands targeted at multiple decision-makers. Hence, the study contributes to the development of family decision-making behavior.

scholarly journals How do international advertisers use consumer culture positioning strategies? A cross-national, cross-category approach

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nina Michaelidou ◽  
Milena Micevski ◽  
Georgios Halkias
Keyword(s):  
Content Analysis ◽  
Consumer Culture ◽  
Theory And Practice ◽  
Brand Names ◽  
Content Type ◽  
Print Advertisements ◽  
Product Categories ◽  
Practical Implications ◽  
Different Levels ◽  
Cross National

PurposeThe present paper explores how advertisers use consumer culture positioning (CCP) strategies in advertising across countries and product categories.Design/methodology/approachThe study employs a content analysis approach to investigate usage of CCP strategies and symbols across different CCP strategies, countries and product categories. The authors focussed on country of origin (COO) cues as symbols of CCP. The authors collected printed advertisements from countries at different levels of economic development and communication orientation for the content analysis, namely, Austria (n = 182), Hungary (n = 199) and Turkey (n = 120) and products with high- vs low-involvement levels.FindingsFindings of this study indicated that global consumer culture positioning (GCCP) and local consumer culture positioning (LCCP) advertisements relied more on implicit symbols, while foreign consumer culture positioning (FCCP) advertisements predominantly employed explicit ones. Types of symbols and their utilisation varied across countries and product categories, with language, tag lines/logos and brand names being key components across different advertisements.Practical implicationsThe results document the practices of CCP-based advertising, offering important insights on whether and how symbolism can be effectively used for communicating different CCPs across markets.Originality/valueLittle is known in terms of how specific symbols are used to communicate consumers’ culture. In this study, the authors analysed the content of 501 real-print advertisements across multiple countries and product categories. This study contributes to the theory and practice by revealing how consumers’ culture manifests through diverse COO symbols in advertising imagery and by facilitating the application of such manifestations across market contexts.

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.

Number-location bias: do consumers correctly process the number on the product package?

2019 ◽  
Vol 28 (1) ◽  
pp. 80-94
Author(s):  
Jihye Park ◽  
Yoon Jin Ma
Keyword(s):  
Past Research ◽  
Product Packaging ◽  
Content Type ◽  
Product Categories ◽  
Volume Weight ◽  
Visual Frame ◽  
The Difference ◽  
Numeric Information ◽  
The Right ◽  
Product Package

Purpose This study aims to investigate the following three issues: whether consumers process numeric information with locational cues, which locations (horizontal vs vertical) are more influential in processing numbers and whether a number-location association is weakened or strengthened when a visual reference frame moves up or down. Design/methodology/approach A field study and a series of three lab experiments were conducted to examine the location effect of numeric information on the package façade on the perceived magnitude of a number. Findings The authors found that a number at the right was perceived as larger than one at the left only when the number is located at the bottom. Also, placing numeric information at the bottom rather than the top of a product package façade was more powerful in processing the numeric information, but this is true only when the visual frame is set lower. Practical implications This study provides practical insights for product managers in placing core numeric information on product packaging to effectively communicate product value to consumers. Optimal locations can be deliberately considered along with types of numeric information and product categories. For healthy products that promote fewer calories, the top area of the package façade may be a better position for placing information on calories per serving to make the product more appealing to those who follow a healthy diet. Heavier, more voluminous products (e.g., refrigerator) better position their volume/weight information at the bottom than at the top or at the right of the bottom than at the left of the bottom on the product facade. Either the left side or right side of the top position may be beneficial for thinner, lightweight products (e.g., television). Originality/value The present work adds valuable empirical findings; inconsistent with past research, left-right location-number associations are not always true. People tend to associate smaller numbers with left-side locations and larger numbers with right-side locations only when the number is located at the bottom. Also, the study reported that top-small, bottom-large associations are not always true. The difference in perceived magnitude of the number between a number at the top and one at the bottom within the visual frame is significant only when the visual frame is set close to the ground.

scholarly journals A model to improve management of banking customers

2017 ◽  
Vol 117 (2) ◽  
pp. 250-266 ◽  
Author(s):  
Antonia Estrella-Ramón ◽  
Manuel Sánchez-Pérez ◽  
Gilbert Swinnen ◽  
Koen VanHoof
Keyword(s):  
Customer Value ◽  
Latent Class ◽  
Content Type ◽  
Customer Data ◽  
Product Usage ◽  
Product Categories ◽  
Managerial Decisions ◽  
A Value ◽  
Customer Lifetime ◽  
Proposed Model

Purpose The purpose of this paper is to provide a customer lifetime value (CLV) model to carefully assess and classify banking customers using individual measures and covering customers’ relationships with a portfolio of products of the company. Design/methodology/approach The proposed model comprises two sub-models: (sub-model 1) modelling and prediction of CLV in a multiproduct context using Hierarchical Bayesian models as input to (sub-model 2) a value-based segmentation specially designed to manage customers and products using the latent class regression. The model is tested using real transaction data of 1,357 customers of a bank. Findings This research demonstrates which drivers of customer value better predict the contribution margin and product usage for each of the products considered in order to get the CLV measure. Using this measure, the model implements a value-based segmentation, which helps banks to facilitate the process of customer management. Originality/value Previous CLV models are mostly conceptual, generalisation is one of their main concerns, are usually focussed on single product categories using aggregated customer data, and they are not design with a special emphasis on their application as support for managerial decisions. In response to these drawbacks, the proposed model will enable decision makers to improve the understanding of the value of each customer and their behaviour towards different financial products.

Cultural societies and information needs: Croats in New Zealand

2019 ◽  
Vol 68 (8/9) ◽  
pp. 652-673 ◽  
Author(s):  
Maja Krtalić ◽  
Ivana Hebrang Grgić
Keyword(s):  
Content Analysis ◽  
New Zealand ◽  
Significant Role ◽  
Social Life ◽  
Information Dissemination ◽  
Home Country ◽  
Immigrant Communities ◽  
Technological Changes ◽  
Content Type

Purpose The purpose of this paper was to explore how small immigrant communities in host countries collect, disseminate and present information about their home country and their community, and the role of formal societies and clubs in it. Design/methodology/approach This paper presents the results of a case study of the Croatian community in New Zealand. To illustrate how cultural and technological changes affected information dissemination and communication within the community, the case study presents both historical and current situations. Methods used in this case study included a content analysis of historical newspapers published in New Zealand by the Croatian community, content analysis of current webpages and social networking sites, and interviews with participants who have management roles in Croatian societies and communities in New Zealand. Data were collected from December 2018 to February 2019. Findings Formally established clubs and societies, but also informal groups of immigrants and their descendants can play a significant role in providing their members with information about the culture, social life and events of the home country. They also play a significant role in preserving part of the history and heritage which is relevant, not only for a specific community but also for the history and culture of a home country. Originality/value The methodology used in the research is based on data from community archives and can be used for studying other small immigrant communities in New Zealand or abroad. The case study presented in the paper illustrates how the information environment of small immigrant communities develops and changes over the years under the influence of diverse political, social and technological changes.

scholarly journals Compliance with materiality in G4-sustainability reports by electric utilities

2019 ◽  
Vol 14 (3) ◽  
pp. 583-608 ◽  
Author(s):  
Johannes Slacik ◽  
Dorothea Greiling
Keyword(s):  
Content Analysis ◽  
Information Needs ◽  
Electric Utility ◽  
Global Reporting Initiative ◽  
Actual Performance ◽  
Content Type ◽  
Reporting Practices ◽  
Reporting Practice ◽  
Sustainability Reports

Purpose Materiality as an emerging trend aims to make sustainability reports (SR) more relevant for stakeholders. This paper aims to investigate whether the reporting practice of electric utility companies (EUC) is in compliance with the materiality principle of the Global Reporting Initiative (GRI) when disclosing SR. Design/methodology/approach A twofold content analysis focusing on material aspects (MAs) is conducted, followed by correlation analysis. Logic and conversation theory (LCT) serves to evaluate the communication quality of documented materiality in SR by EUC. Findings The coverage and quality of documented MAs in SR by EUC do not meet the requirements for relevant and transparent communication. Materiality does not guide the reporting practice and is not taken seriously. Research limitations/implications Mediocre quality of coverage and communication in SR shows that stakeholders’ information needs are not considered adequately. The content analysis is limited in focusing on merely documented aspects rather than on actual performance. Originality/value This study considers the quality of communication of documented materiality through the lens of LCT. It contributes to the academic debate by introducing LCT as a viable theoretical perspective for analyzing SR. The paper evaluates GRI-G4 reporting practices in the electricity sector, which, while under-researched is crucial for sustainability. It also contributes to the emerging body of empirical research on the relevance of materiality as a guiding principle for sustainability reporting.

Sign in / Sign up

Export Citation Format

Share Document