符号学产品包装、品牌形象、感知品牌质量如何影响品牌忠诚度和购买意向:刺激-有机体-反应视角

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-06-04 DOI:10.1108/apjml-12-2023-1237
Anis Ur Rehman, Yasir Arafat Elahi
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引用次数: 0

摘要

目的 本研究以刺激-有机体-反应(SOR)理论为基础,旨在研究包装符号对成熟食品品牌的品牌形象、品牌质量感知、品牌忠诚度和购买意向的影响。我们进行了一项实验,374 名参与者通过在线调查对刺激因素(薯片包装)进行了评估。结果表明,包装符号学对品牌形象和消费者感知的品牌质量有积极影响。品牌形象极大地影响了品牌忠诚度和消费者的购买意向。此外,感知到的品牌质量对品牌忠诚度有正向显著影响,但对购买意向的影响为负且不显著。结果表明,品牌形象和感知品牌质量对包装符号与品牌忠诚度之间的关系有明显的中介作用。本研究的结果将有助于食品品牌确定如何利用包装符号学对品牌形象、感知品牌质量、品牌忠诚度和消费者购买意向产生积极影响。 原创性/价值本研究的独特之处在于,它通过品牌形象和感知产品质量评估了包装符号学在映射品牌忠诚度和购买意向方面的前因作用。这项研究开创了先河,因为在新兴的亚洲市场上,从包装符号学的视角对这些概念的探讨相对较少。
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How semiotic product packaging, brand image, perceived brand quality influence brand loyalty and purchase intention: a stimulus-organism-response perspective

Purpose

The present study, underpinned by the stimulus-organism-response (SOR) theory, aims to examine the impact of packaging semiotics on brand image, perceived brand quality, brand loyalty and purchase intention of well-established food brands.

Design/methodology/approach

A self-administered questionnaire was disseminated to participants residing in the Lucknow region of India. We conducted an experiment in which 374 participants evaluated the factors on a stimulus (chips packaging) using an online survey. Collected data were analysed through structural equation modelling (SEM).

Findings

The result suggests that packaging semiotics exhibits a positive influence on brand image and perceived brand quality of consumers. The brand image significantly impacts brand loyalty and consumers’ purchase intention. In addition, the perceived brand quality has a positive significant impact on brand loyalty, but a negative and insignificant influence on purchase intention. The results show that both brand image and perceived brand quality significantly mediate the relation between packaging semiotics and brand loyalty. Brand image significantly mediates but perceived brand quality does not mediate the relation between packaging semiotics and purchase intention.

Practical implications

The results of the study will assist food brands in determining how to utilise semiotics in packaging to positively influence brand image, perceived brand quality, brand loyalty and consumers’ intent to purchase.

Originality/value

The study is unique in the sense that it assesses the role of packaging semiotics as antecedent in mapping of brand loyalty and purchase intention through brand image and perceived product quality. This study takes a lead as these constructs have been less explored relatively from the lens of packaging semiotics in an emerging Asian market.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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