Electronic Resource
Bingley
:
Emerald
The @journal of product & brand management
10 (2001), S. 403-422
ISSN:
1061-0421
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of incorporating a picture or illustration of the product on the packaging of the product. Empirical results from a virtual reality simulation show that package pictures increase shoppers' attention to the brand. However this effect is contingent, occurring only for low familiarity brands (private-label brands) within product categories that offer a relatively high level of experiential benefits. These results suggest that package pictures may be especially useful for private label brands and/or lesser tier national brands whose strategic objectives are to improve consumers' perceptions of the brand and enter the consideration set.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/10610420110410531
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