Brand Packaging Research Articles

Visual attention and recall of flavored cigarillo package elements among young adults: A randomized control trial.

Flavoring in cigarillos contributes to greater product initiation and abuse liability particularly among young adults. Few studies have examined how packaging elements, including flavor, may draw visual attention from potential consumers as well as impact product recall. This study aimed to test the difference in visual attention to flavor names and other packaging elements on cigarillo products as well as recall of these packaging elements. Young adults aged 16-28 years were recruited to participate in a randomized control trial (Clinictrials.org ID: NCT04358705) in June through December 2022 (N = 89). Participants were randomized to two conditions viewing 12 flavored or unflavored cigarillo package images. Eye tracking software captured participants viewing (dwell) time on package features: flavor, brand, health warning, price, and other package imagery. Participants were asked about their recall of the images viewed. The proportion of dwell time on each package elements were used to examine differences between experimental conditions. Across conditions, participants spent the greatest proportion of dwell time looking at the health warning. Participants in the flavored condition spent a significantly greater proportion of dwell time looking at flavor name (mean: 10.66%; SD: 3.56) compared to those in the unflavored condition (mean:7.03%; SD 2.81). Following the experiment, 45.8% of those in the flavored condition recalled having seen flavors or flavor names, which was greater than recall of all other elements and was significantly greater than flavor recall in the unflavored condition (12.2%). Flavored cigarillos attract greater visual attention and were the most memorable element of cigarillo packaging among young adults sampled. Changes to cigarillo packaging, including limiting flavor descriptors, imagery, and/or color on packaging and advertisements may be an effective way to reduce young adults' attention to the products and thus their appeal.

Apoyo desde la universidad a emprendedores en zonas de posconflicto: estudio de caso

The signing of the peace agreement in Colombia in the year 2016 led to an augmentation in entrepreneurial opportunities withinpost conflict zones. Nevertheless, entrepreneurs in these areas lack the knowledge and skills to make their business ideas competitive.A mutual benefit model between the university and entrepreneurs in eight departments in Colombia is set forth as a case study. Three phases were carried out through an Active Participation Research methodology: Diagnosis, Programming, and Evaluation. This research contributes to the knowledge of and advances universities’ role in developing enterprises in post-conflict areas. The results show the accompaniment of 116 enterprises to specific needs of brand design, packaging design, and tourist processes.

Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives

Purpose This study aims to explore consumers’ perspectives on how packaging plays a role in their consumption experience and how it contributes to the formation of brand images. By adopting a consumer’s perspective, the authors identify the criteria that consumers apply to evaluate packaging and reveal how packaging relates to consumers’ overall brand associations. Design/methodology/approach Through a sequential exploratory mixed methods design, the authors explore brand packaging of chocolate bars as emotionally laden, well-known fast-moving consumer goods. First, the authors conduct a qualitative focus group study to explore how consumers perceive package design, and how it relates to their brand impressions. Second, the authors test the constructs and attributes with an independent sample through a quantitative survey. Findings The qualitative findings reveal the different roles of packaging and highlight how packaging provides value for consumer experiences not only at the point-of-sale but also during later consumption. More specifically, the authors identify 12 main criteria that consumers use to evaluate packaging. The authors unwrap how packaging is embedded in consumers’ brand image networks by mapping out its connections to other brand associations pertaining to product attributes, the brand itself and personality impressions. The quantitative findings confirm the importance of practical and symbolic packaging criteria and the brand image comparisons. Originality/value Taking a consumer’s perspective, this study contributes to a more holistic understanding of how packaging supports brand building as we reveal the various ways in which packaging relates to consumers’ overall brand image associations. This study further directs attention to the roles that consumers themselves assign to packaging and how they evaluate packaging based on its practical, symbolic and social value.

The Influence of a Regional Public Brand on Consumers’ Purchase Intention and Behavior Toward Eco-Agricultural Products: A Chinese National Park Case

Transforming ecological value into economic value is an important challenge regarding China’s protected natural areas. The key strategy is to develop a regional public brand and increase the premium of eco-products. A brand–quality–price model was proposed to analyze the factors influencing consumers’ purchase intention and behavior toward eco-agricultural products from China’s protected natural areas. The data came from a questionnaire survey sample of 300 consumers in Zhejiang Province. The results show that there is a gap between purchase intention and actual behavior: (1) For purchase intention, brand awareness, brand trust, perceived quality, and perceived price had significant positive influences. (2) For purchase behavior, brand awareness, and purchase intention had direct impacts. However, brand trust did not directly affect behavior. (3) Age, monthly income, and marital status had significant effects on purchase intention and behavior. However, purchase intention and behavior were not affected by gender, and the educational level had significant effects on purchase intention but had no significant effects on purchase behavior. (4) Consumers were willing to pay 17.13% more than the price of the ordinary products. This study provides important references for brand development and valuable experience for establishing ecological product value realization mechanisms in other protected natural areas.

A SEMIOTIC STUDY OF CARICATURE: THE STRUGGLE BETWEEN AMERICA AND CHINA

Visual communication is a compound process, which requires broad knowledge of semiotics. Semiotics is the education of signs and symbols. In what way these signs and symbols are interpreted is studied under semiotics. It has many concealed signs and connotations, for example: brand name, logo, package design, color, punch line and trade mark, etc. The present study presents one of the most significant philosophies and replicas of visual social semiotics, namely, Kress and van Leeuwen’s "Grammar of Visual Design". It involves the description of semiotic resources, what can be said and done with images (and other visual means of communication) and how things people say and do with images can be interpreted. Thus, the communicative values of signs in a caricature are a portrait with the volume turned up. A caricature is a painting, or more commonly a picture, of an object or item in which the characteristics and structure have been blurred and exaggerated to ridicule or satirize the topic. Thus the current study aims at studying some caricatures nonverbally through analyzing the image and colours of it. The study tackles semiotics; specifically social semiotics, caricature, the elements of analyzing caricature, which are: image, word, and colour. The first part carries on the introduction of the current study as well as tackling the problem of the study, the literature review of semiotics in general and social semiotics in particular. The second part carries on the data and its analysis through the model, as well as the visual results, finally, giving the conclusion.

Consumer Perception of Private Label Products in Hungary

Private labels have emerged as a significant force in the retail sector, particularly in the fast-moving consumer goods (FMCG) market. Their importance has grown as consumers increasingly prioritise value for money, often choosing these products over manufacturer-branded items. As a result, private labels have become a competitive tool for retailers, driving down costs and fostering customer loyalty through consistent quality at lower prices. This study investigates Hungarian consumers' perceptions of private label products, focusing on quality comparison between private labels and manufacturer brands. A comprehensive online survey was conducted between April and June 2024, with over 10,000 respondents providing insights into their shopping habits and quality assessments of private label products. The primary findings reveal that more than half of the respondents (52.3%) believe that the quality of private label products is comparable to that of manufacturer-branded products, while 14.7% even consider it superior. Interestingly, 33% of the respondents perceive private label products as inferior in quality, although the differences are often seen as slight. These perceptions are influenced by both objective and subjective factors, including brand loyalty, price, and packaging. Demographic analysis using Cramer's V coefficient indicates that factors such as age, gender, income, and education have minimal impact on these quality perceptions. However, slight variations were noted, with men more likely to view private label products as lower in quality compared to women. Additionally, those with higher education tend to rate the quality of private label products more favorably. The study also explores consumer behavior in hypothetical purchasing scenarios, finding that 85.9% of respondents would prefer a private label product if it were identical in content and produced by the same manufacturer as a more expensive branded option. This suggests a strong potential for growth in the private label sector, particularly if retailers continue to emphasize the quality and value of these products. In conclusion, the research highlights the growing trust in private-label products among Hungarian consumers, driven by the perception that these products offer comparable quality at lower prices. Retailers are advised to leverage this trust by expanding their private label offerings, particularly in categories where consumer preference is already strong, and by continuing to market these products effectively to different demographic groups.

Research on the Promotion Path of Regional Public Brand Empowerment

Research on the Promotion Path of Regional Public Brand Empowerment

Youth and young adult flavour expectancies for new ‘non-menthol’ cigarettes introduced following California’s ban on flavoured tobacco products

BackgroundFollowing California’s statewide law prohibiting the sale of flavoured tobacco products, some cigarette brands introduced new variants advertised as non-menthol, yet featuring design and text commonly found in menthol cigarette...

Financial Analysis of Enterprises in Pharmaceutical Industry Based on the Harvard Analytical Framework —— Take TongRenTang, Guangzhou Baiyunshan, Yunnan Baiyao as Example

Under the pressure of aging population and impact of COVID-19, the importance of pharmaceutical industry cannot be neglected. This passage will utilize Harvard Analytical Framework to study the financial situation and development opportunities of three old public brands with analyzing information from their annual reports and East Money. Firstly, this passage will use PEST model to analyze the industrial advantages and disadvantages from four aspects, Politics, Economy, Society and Technology. Then this passage will focalize on specific analysis of companies, with accounting analysis and financial analysis. Compared with others, the pharmaceutical industry in China has little external interference. Generally, enterprises listed are promising and competitive. Despite a few adverse events, they all have good solvency and profitability. It will be the foundation of R&D. It is worth noting that with the support of government policies, the R&D of innovative drugs will be a crucial point in this thriving industry. This passage can be a reference for investors and managers of enterprises.

The Effect of Brand Image, Packaging, Advertising and Product Quality on Purchasing Decisions

The Effect of Brand Image, Packaging, Advertising and Product Quality on Purchasing Decisions

ANALYSIS OF SIMILARITIES AND DIFFERENCES IN BEEKEEPING BETWEEN TÜRKİYE AND EUROPEAN UNION COUNTRIES

This study aims to determine the similarities and differences between Türkiye and European Union countries in terms of beekeeping and classify similar countries. The main materials of the study consist of the number of beekeepers, the amount of honey produced, and the trade balance values of European Union countries and Türkiye. In this study, multidimensional scaling analysis and cluster analysis were conducted to reveal the similarities and differences between Türkiye and European Union countries regarding beekeeping. The analysis results indicate that Spain and Romania are the most similar countries and Türkiye and Germany significantly differ from other European Union countries regarding beekeeping. Specifically, Türkiye was differentiated from other countries by its high honey production amount. The key characteristics that differentiated Germany from other countries were the number of beekeepers and a high trade deficit. In order to compete effectively with European Union countries in beekeeping, Türkiye should prioritize policies that encourage the export of honey in small, branded packaging.

Analyzing the Application of Traditional Chinese Cultural Elements in Brand Packaging Design With Design Semiotics: A Case Study of Modern China Tea Shop

Analyzing the Application of Traditional Chinese Cultural Elements in Brand Packaging Design With Design Semiotics: A Case Study of Modern China Tea Shop

An Analysis of Chinese Tea Brand Packaging Design in the Context of New National Color

Under the guidance of the new national color design concept, Chinese tea brand packaging design is in a transitional period of integrating traditional and modern elements. This study aims to analyze the packaging design practice under this trend. Through case studies of different tea brands with various varieties and regional cultural backgrounds, such as Fujian Zhengshantang, Hunan Anhua black tea, and Yunnan Pu’er tea, this paper reveals the formation of different tea brand packaging styles and design concepts under the new national color background. The study explores the integration of innovation and tradition, the in-depth expression of cultural connotations, and the innovation of consumer interactive experiences. This study adopts a qualitative analysis method, combined with interviews with brand designers and business managers, to explore the new concepts and packaging design strategies of tea brand packaging design in the context of the new national color. The study found that the new national color design not only successfully conveys the unique charm and cultural depth of tea culture but also further promotes international exchanges in tea culture and enhances the international image and market competitiveness of Chinese tea culture.

Societal impact of Brand Public Relations on gender equality: evidence for a mediation-type mechanism

PurposeThe purpose of the project was to identify a mechanism of causal relationship between Brand Public Relations (BPR) and societal change in the perception of women gender roles.Design/methodology/approachExperimental evidence was obtained in three countries (N = 378) to examine the mechanism of societal impact of BPR. Effects of spillover of evaluations between two sub-brands of a house of brands company, caused by positive publicity about communication co-created by Public Relations (PR), were analysed.FindingsFindings supported the existence of a positive spillover of evaluations. A mechanism of the societal impact of PR was also captured: an indirect effect of news stories about a non-objectifying portrayal of women in the male reference brand on the typicality of a non-stereotypical women role in society was demonstrated.Research limitations/implicationsExperiments were conducted over a period of three years, during which publics perception of brands' communication about gender portrayal might have changed.Practical implicationsThe paper argues for greater recognition of brand public relations professionals as co-creators of promotional brand communication. It gives evidence that one of the unique competencies of BPR is insight into publics and predicting long-term consequences of brand communication.Social implicationsThe findings of the research project suggest a mediated nature of influence of BPR on the perception of typicality of gender (women) roles in society. PR communicators should learn what areas of practice of PR require specific skills for the function of PR to develop the new competence.Originality/valueThis paper is the first one that aimed at establishing a common terminological framework of the societal impact of public relations.

On the Interpretation of National Cultural Elements in Visual Communication

With the development of market economy and the progress of scientific progress, visual communication design has also entered a new period of modern development. At the same time, visual communication design also presents diversified characteristics. Entering a new era, the cultural construction has been promoted to a new historical height by the Party Central Committee. China s cultural construction has also made relatively high achievements, showing a vivid picture of more prosperous and vigorous development of culture. This requires the full combination of local national culture and visual communication design, which can not only provide better services for local urban development and brand publicity, but also play an important role in driving the local market economy.

Branding in a Budding Industry: The Influence of Visual Cues on Consumer Behavior in the Cannabis Market

This study investigates the impact of visual branding cues on consumer responses in the cannabis market. Visual communication plays a critical role in shaping consumer behavior and perception. However, limited research exists on how consumers evaluate visual branding cues in the context of cannabis products. This study focuses on the effects of branded versus unbranded cannabis packaging for edible and inhalable products. It explores consumer product trust, product attitude, purchase intention, and willingness to pay in relation to visual branding cues. By investigating the impact of visual branding cues in the cannabis market, this study contributes new insights into the applicability of cue utilization theory and the theory of reasoned actions through this novel context.

Analisis Kelayakan Usaha Pengemasan Minyak Goreng Kelapa Sawit PT Java Agri Sukses Makmur

There are two types of cooking oil circulating in the community, namely bulk and packaged cooking oil. PT Jawa Agri Sukses Makmur is a branded cooking oil packaging company with the trademarks Sayana, Master Chef and Minyakita. The strategy to be able to compete with other similar companies is to provide a good image through packaging. The aim of this research was to analyze the feasibility of a cooking oil packaging business. The method used is R/C ratio analysis. The research results show that the business is feasible to run as a business seen from the ratio value of 1.05 which indicates the business is feasible and profitable. The company received revenue of IDR 16,508,585,000 and revenue of IDR 1,602,241,754 in one period (one month).

Integrated Marketing Communication Solo Art Market Untuk Membangun Brand Awareness

The study aims to find the most effective Integrated Marketing Communication strategy for increasing brand recognition in the Solo Art Market. This study focuses on understanding target audiences' requirements and preferences and the most successful channels and techniques for reaching them. It also investigates the function of storytelling and emotional appeal in developing brand recognition for solo artists. This research is qualitative applied research, which tries to address issues such that the research results may be utilized to benefit individuals or organizations as well as for industrial goals, and it focuses on items whose outcomes can be applied to present and future situations. According to the study's findings, the Solo Art Market's Integrated Marketing Communication approach is a solid platform for raising brand recognition in the community. Due to the absence of instruments employed by Solo Art Market to reach a larger market, Solo Art Market's brand awareness is limited to brand recognition. Brand awareness is the amount of brand awareness that requires help, such as a brand list, image list, or brand stamp. Due to brand recognition, consumers need assistance with the items on sale; yet, Solo Art Market's ingenuity in developing appealing messaging can increase public brand awareness of the market's presence.

Cluster social capital’s influence on regional public brands in specialty agriculture: a value co-creation perspective

PurposeThis study aims to explore the collaborative value creation process in the context of regional public brands within the specialty agricultural products domain. It examines the role of cluster social capital in facilitating stakeholder interactions and cooperation, thereby enhancing the value of these brands.Design/methodology/approachThe study adopts a value co-creation theoretical framework to construct a relational model that links cluster social capital, brand interaction, stakeholder perceived value, and the value of regional public brands. An empirical analysis is conducted using a sample of 404 valid responses to test this model and assess the influence of cluster social capital on brand value co-creation.FindingsThe findings reveal that cluster social capital significantly impacts stakeholder participation in value co-creation activities, thereby playing a crucial role in enhancing the value of regional public brands. The study also finds that brand interactions significantly affect stakeholder perceived value and the overall brand value, with perceived value acting as a partial mediator in these relationships.Originality/valueThis research contributes to the understanding of value co-creation in regional public brands, particularly in the agricultural sector. It provides new insights into how cluster social capital influences the value creation process, offering valuable implications for policymakers and practitioners working to develop and promote regional public brands in the specialty agricultural products market.

Innovative Application and Effect Evaluation of CAD and Deep Learning in Brand Packaging Design

Innovative Application and Effect Evaluation of CAD and Deep Learning in Brand Packaging Design