کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
4316867 1613148 2016 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
What’s in a name? The effects of sound symbolism and package shape on consumer responses to food products
ترجمه فارسی عنوان
واتا به نام؟ اثرات نماد صدا و شکل بسته بر پاسخ مصرف کننده به محصولات غذایی
کلمات کلیدی
نماد صدا، سلامتی محصول، شکل بسته نام تجاری، انطباق
موضوعات مرتبط
علوم زیستی و بیوفناوری علوم کشاورزی و بیولوژیک دانش تغذیه
چکیده انگلیسی


• The effect of sound symbolism on consumer responses to products was investigated.
• Consumers preferred the congruent combination of product shape and brand name.
• Congruent combinations of brand name and product category were also preferred.
• General health interest moderates the effect of congruence on consumer responses.
• The effect of sound symbolism has to be considered before launching new products.

In the global market, consumers are exposed to multiple brand names in unfamiliar languages. Even meaningless words can trigger certain semantic associations. This phenomenon is known as sound symbolism, i.e., the direct link between a sound and a meaning. Sound symbolism helps consumers to form product expectations based on unfamiliar brand names. Product expectations can be also formed based on various elements of packaging design, including colours, shapes and materials. This study investigated the effects of unfamiliar brand names (“Asahi” vs. “Ramune”), package shapes (round vs. angular) and product types (muesli cookie vs. butter cookie) varied in perceived healthiness (low vs. high) on perceived product healthfulness, product evaluation, taste expectations and purchase intention. General health interest (GHI) was used as the moderating variable. The results showed that package shape and product type significantly influenced the perceived product healthfulness of the two experimental products. Brand name alone did not affect consumer responses. However, the congruent combination of product shape and brand name (round “Ramune” cookie) was preferred to incongruent combinations. Furthermore, the congruent combinations (“Ramune” butter cookie and “Asahi” muesli cookie) were expected to taste better and were more likely to be purchased compared to incongruent combinations. These results suggest that congruency between the type of product, brand name, and package design is important for creating a successful brand strategy. The study also showed that the effects of sound symbolism and congruency on perceived product healthfulness are more pronounced for consumers with low interest in healthy eating. However, further research is needed to generalise our results to other product groups.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Food Quality and Preference - Volume 51, July 2016, Pages 100–108
نویسندگان
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