Product Packaging as a Brand Communication Tool

Kim Valeriia (2024) Product Packaging as a Brand Communication Tool. Külkereskedelmi Kar.

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Absztrakt (kivonat)

This thesis explores the important role of packaging in brand communication, focusing on the grocery retail sector's competitive landscape. Based on the importance of effective communication and consumer perception, the study explores the communicative power of product packages. Through a comprehensive examination of 80 scientific papers, it aims to uncover the design elements of symbolic meanings. Additionally, with the help of 2 focus groups, this paper examines consumer perception and interpretation of symbolic meanings and their elements in packaging design. Findings highlight that consumers perceive packaging differently depending on whether products are for hedonic or utilitarian consumption, emphasizing its role in decision-making and brand differentiation. Nostalgia as a symbolic meaning turned out to have no particular design elements that can signal it. Visual elements are revealed to be more significant in consumer perception than textual information on the packages. While intrinsic product qualities remain important, packaging significantly influences consumer judgments about product quality and brand credibility. Moreover, packaging design fosters brand loyalty through positive associations and reinforces brand image. The findings also emphasize the complexity of packaging design, as it can communicate many different symbolic messages at the same time. The thesis proves the nuanced symbolic communication in packaging design, providing insights into creating impactful packaging strategies that resonate with consumers.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Marketing Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kommunikáció és médiatudomány

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, design, marketing, packaging, symbolic meaning
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Szep. 26. 08:00
Utolsó módosítás:	2024. Szep. 26. 08:00

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