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Understanding the Effects of Brand Label Attributes on Consumer Preference and Purchase Intentions: An Exploratory Study of Multinational Food Brands

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Understanding the Effects of Brand Label Attributes on Consumer Preference and Purchase Intentions: An Exploratory Study of Multinational Food Brands

Hunt, Chris (2017) Understanding the Effects of Brand Label Attributes on Consumer Preference and Purchase Intentions: An Exploratory Study of Multinational Food Brands. Masters thesis, Concordia University.

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Abstract

The Canadian consumer packaged goods industry is rife with competition and brand managers are faced with limited marketing resources. This makes it essential for brands to stand out where it matters most: the store shelf. This research aims to understand the effect of a foreign brand’s attributes—as represented on a product label—on Canadian consumers’ preferences and purchase intentions. The results of this study suggest that brands must carefully select the language(s) which appear on the label when competing in a foreign market. This research helps brand managers as they form a strategy to either change an existing brand or introduce a new packaged goods brand to the Canadian market.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Authors:Hunt, Chris
Institution:Concordia University
Degree Name:M. Sc.
Program:Marketing
Date:11 October 2017
Thesis Supervisor(s):Grohmann, Bianca
ID Code:983187
Deposited By: CHRISTOPHER HUNT
Deposited On:11 Jun 2018 04:00
Last Modified:11 Jun 2018 04:00
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