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Brand imitation strategy, package de...

Qiao, Fei.

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Brand imitation strategy, package design and consumer response: What does it take to make a difference?

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Brand imitation strategy, package design and consumer response: What does it take to make a difference?/
作者:	Qiao, Fei.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2016,
面頁冊數:	133 p.
附註:	Source: Dissertation Abstracts International, Volume: 78-07(E), Section: A.
Contained By:	Dissertation Abstracts International78-07A(E).
標題:	Mass communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10240166
ISBN:	9781369596649

Brand imitation strategy, package design and consumer response: What does it take to make a difference?
Qiao, Fei.

Brand imitation strategy, package design and consumer response: What does it take to make a difference? - Ann Arbor : ProQuest Dissertations & Theses, 2016 - 133 p.

Source: Dissertation Abstracts International, Volume: 78-07(E), Section: A.

Thesis (Ph.D.)--The University of Alabama, 2016.

This item is not available from ProQuest Dissertations & Theses.

Drawing upon visual semiotics and creativity theories, this study investigated the effectiveness of brand imitation strategy on the package design of three different products among millennials. The products were male-targeted, female-targeted and gender-neutral. Three 2 x 2 x 2 between-subjects factorial experiments were conducted with three independent variables: shape (relevant vs. divergent), color (relevant vs. divergent) and icon (relevant vs. divergent) on three products: an energy drink (a male-targeted product), hair spray (a female-targeted product) and a breakfast cereal (a gender-neutral product). Participants' attitude toward the leading brands served as a control variable. Dependent variables consisted of participants' attitude toward the brand (A b), attitude toward the product (Ap) and purchase intention (PI).

ISBN: 9781369596649Subjects--Topical Terms:

2144804
Mass communication.

Brand imitation strategy, package design and consumer response: What does it take to make a difference?
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245 1 0 $a Brand imitation strategy, package design and consumer response: What does it take to make a difference?
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300 $a 133 p.
500 $a Source: Dissertation Abstracts International, Volume: 78-07(E), Section: A.
500 $a Adviser: William G. Griffin.
502 $a Thesis (Ph.D.)--The University of Alabama, 2016.
506 $a This item is not available from ProQuest Dissertations & Theses.
520 $a Drawing upon visual semiotics and creativity theories, this study investigated the effectiveness of brand imitation strategy on the package design of three different products among millennials. The products were male-targeted, female-targeted and gender-neutral. Three 2 x 2 x 2 between-subjects factorial experiments were conducted with three independent variables: shape (relevant vs. divergent), color (relevant vs. divergent) and icon (relevant vs. divergent) on three products: an energy drink (a male-targeted product), hair spray (a female-targeted product) and a breakfast cereal (a gender-neutral product). Participants' attitude toward the leading brands served as a control variable. Dependent variables consisted of participants' attitude toward the brand (A b), attitude toward the product (Ap) and purchase intention (PI).
520 $a The findings raised three theoretical implications. First, rather than iconography that imitated that of a leading brand, a similar color scheme was more powerful in influencing participants' Ab, A p and PI. Second, a more holistically similar design showed more impact on participants' attitudinal and behavioral changes than a less similar design. Nevertheless, some "divergence" or distinctive design elements did positively influence participants' brand and product attitudes, as well as their purchase intention, in relationship to the female-targeted product. More detailed theoretical implications are further discussed in the study. In addition, a conceptual model is proposed to better define brand imitation. Practical implications and study limitations are also included.
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