THE INFLUENCE OF PACKAGING-DESIGN BENEFITS ON BRAND EQUITY : Discussion from Packaging Design Experts' View

概要

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The purpose of this study is to facilitate the discovery of categories for packaging-design benefits and brand equity in order to further examine the impact relationship among categories in the two dimensions, as seen from the perspectives of packaging design experts. Finally, this article will develop research propositions that were used as a basis for formulating hypotheses in empirical studies. Research results showed that the dimension of packaging-design benefits included 13 categories that are aesthetic, cultural, symbolic, convenient, environmental, informative, visibility, protective, innovative, identifiable, systematic, memorable and displayable qualities. In the brand equity dimension, the literature review and coding analysis obtained 22 categories. In examining the categories relationship between packaging-design benefits and brand equity, this study found 68 category relationships between the two dimensions. Furthermore, analysis from the perspective of packaging design experts showed that the relationship between packaging-design benefits and brand recognition was the strongest and also the most important. Packaging design experts considered the influence of packaging-design benefits on brand awareness and brand association equally important. However, in terms of brand association, the relationship strength and importance of packaging-design benefits and non-product-based association was low compared to product-based association.