{"title":"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","authors":"Anis Ur Rehman, Yasir Arafat Elahi","doi":"10.1108/apjml-12-2023-1237","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>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).</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>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.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"26 1","pages":""},"PeriodicalIF":3.9000,"publicationDate":"2024-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"How semiotic product packaging, brand image, perceived brand quality influence brand loyalty and purchase intention: a stimulus-organism-response perspective\",\"authors\":\"Anis Ur Rehman, Yasir Arafat Elahi\",\"doi\":\"10.1108/apjml-12-2023-1237\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>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).</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Practical implications</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>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.</p><!--/ Abstract__block -->\",\"PeriodicalId\":47866,\"journal\":{\"name\":\"Asia Pacific Journal of Marketing and Logistics\",\"volume\":\"26 1\",\"pages\":\"\"},\"PeriodicalIF\":3.9000,\"publicationDate\":\"2024-06-04\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Asia Pacific Journal of Marketing and Logistics\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/apjml-12-2023-1237\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia Pacific Journal of Marketing and Logistics","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/apjml-12-2023-1237","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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