Huard Nicholls, Brandon (2020) Brand Personality as a Mediator of Visual Complexity Effects on Consumer Responses to Packaging. Masters thesis, Concordia University.
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Abstract
Research suggests that the visual complexity of advertisements influences brand attitudes, product attitudes, and purchase intentions. This research seeks to extend findings on the effect of visual complexity to the product package design context. It empirically tests the effect of visual complexity on brand personality dimensions and brand personality appeal, and subsequent effects on brand attitude, product attitude, and purchase intentions. An experimental study manipulates visual complexity of fictitious brand packages in three product categories (ice cream, soda, and dishwashing liquid). A sample of North American consumers rated the brand packages in terms of perceived visual complexity, brand personality dimensions, brand personality appeal, and product attitude, brand attitude and purchase intentions. Overall, visual complexity positively affects consumer responses to brands, although it also negatively influences some brand personality dimensions. Support for a mediating effect of brand personality and brand personality appeal was weak. Many of the observed effects were product-category specific. This study nonetheless adds insights regarding the impact of visual complexity on consumer responses, and provides managerial implications for product design.
| Divisions: | Concordia University > John Molson School of Business > Marketing |
|---|---|
| Item Type: | Thesis (Masters) |
| Authors: | Huard Nicholls, Brandon |
| Institution: | Concordia University |
| Degree Name: | M. Sc. |
| Program: | Marketing |
| Date: | 20 November 2020 |
| Thesis Supervisor(s): | Grohmann, Bianca |
| Keywords: | product packaging, vision, visual design, visual complexity, brand personality, consumer behaviour, consumer perceptions |
| ID Code: | 987704 |
| Deposited By: | BRANDON HUARD NICHOLLS |
| Deposited On: | 29 Jun 2021 23:19 |
| Last Modified: | 29 Jun 2021 23:19 |
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