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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?

Record Type:	Electronic resources : Monograph/item
Title/Author:	Brand imitation strategy, package design and consumer response: What does it take to make a difference?/
Author:	Qiao, Fei.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2016,
Description:	133 p.
Notes:	Source: Dissertation Abstracts International, Volume: 78-07(E), Section: A.
Contained By:	Dissertation Abstracts International78-07A(E).
Subject:	Mass communication. -
Online resource:	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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100 1 $a Qiao, Fei. $3 3431710
245 1 0 $a Brand imitation strategy, package design and consumer response: What does it take to make a difference?
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2016
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.
590 $a School code: 0004.
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710 2 $a The University of Alabama. $b Communication & Information Sciences. $3 1680392
773 0 $t Dissertation Abstracts International $g 78-07A(E).
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792 $a 2016
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10240166