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Article
Publication date: 5 December 2016

Edward S.-T. Wang and Jia-Rong Yu

The purpose of this paper is to explore the effect of the product attribute beliefs of ready-to-drink (RTD) coffee beverages (i.e. content sensory, packaging and branding…

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3461

Abstract

Purpose

The purpose of this paper is to explore the effect of the product attribute beliefs of ready-to-drink (RTD) coffee beverages (i.e. content sensory, packaging and branding, and content functional attributes) on perceived value (i.e. utilitarian and hedonic value) and repurchase intention.

Design/methodology/approach

In the study survey, 401 participants who had purchased RTD coffee beverages within the previous month were included. Structural equation modelling was employed to analyse the survey data.

Findings

The findings indicate that consumers of RTD coffee beverages form utilitarian and hedonic value perceptions through content sensory, packaging and branding, and content functional attribute beliefs. Furthermore, utilitarian value is one of the most crucial determinants of repurchase intentions. The findings further reveal that whereas content functional attribute beliefs have a dominant influence on utilitarian value, content sensory attribute beliefs have a greater influence on hedonic value.

Originality/value

The findings of this study can serve as a reference for RTD coffee beverage companies to develop new products and communication strategies.

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Article
Publication date: 2 February 2015

Edward S.-T. Wang

Although food product value and food safety is widely acknowledged as a critical concern by consumers, little empirical evidence exists regarding how food product value is…

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2664

Abstract

Purpose

Although food product value and food safety is widely acknowledged as a critical concern by consumers, little empirical evidence exists regarding how food product value is created and how product risk decreases as a result of service-brand equity. The purpose of this paper is to explore whether food service-brand equity (i.e. brand awareness and brand image) affects consumer-perceived food value, food physical risk, and brand preference.

Design/methodology/approach

In this study, data were collected from steakhouse consumers using a convenience sample (n=386). Structural equation modelling was used to analyse the survey data.

Findings

The results reveal that service-brand awareness and brand image produce considerably dissimilar effects on consumer-perceived food value and risk. Brand awareness positively affects consumer-perceived food value but does not influence perceived physical risk. By contrast, brand image negatively influences perceived physical risk and positively affects brand preference, but it does not add perceived value to the food product.

Originality/value

This study is the first to address these concerns, which are essential for understanding the role of service-brand equity in developing food-risk and value perceptions, and brand preference.

Details

British Food Journal, vol. 117 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 5 January 2015

Edward S.-T. Wang and Yeah-Luen Li

The increasing importance of health food sales and the growing number of consumers purchasing health foods necessitates that marketers develop enhanced understanding of…

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1019

Abstract

Purpose

The increasing importance of health food sales and the growing number of consumers purchasing health foods necessitates that marketers develop enhanced understanding of health food consumers. The purpose of this paper is to provide a theoretical extension to the health belief model (HBM) that integrates personal stress and environmental cues (visible health problems) with its constructs.

Design/methodology/approach

Data were collected through a quantitative face-to-face survey of 384 health food consumers in Taiwan, and structural equation modelling was used to analyse the data.

Findings

The results show that the perceived benefits and barriers of health foods are critical antecedents of continued-consumption intention. Personal stress and visible health problems substantially influence consumers’ perceived susceptibility to and severity of health problems, and perceived susceptibility consequently leads to consumer continued consumption. However, the results indicate an irrelevant relationship between perceived severity of health problems and continued-consumption intentions.

Originality/value

Based on the HBM, the authors integrated perceived stress and visible health problems into the health food consumer research. The findings can improve the understanding of managers in the health food market regarding the role that stress and visibility play in consumer decisions.

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Article
Publication date: 2 September 2013

Edward S.T. Wang

Although the increase in point-of-purchase decisions heightens the communication potential of food product packaging, empirical research on understanding how visual…

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16638

Abstract

Purpose

Although the increase in point-of-purchase decisions heightens the communication potential of food product packaging, empirical research on understanding how visual packaging affects consumers' subsequent product and brand evaluations and perceptions is scant. This study seeks to develop a theoretical model to show the effects of consumer attitudes toward visual food packaging on perceived product quality, product value, and brand preference.

Design/methodology/approach

A self-administered questionnaire developed from the literature was conducted, and 315 undergraduate students participated in the study.

Findings

The empirical results show that attitudes toward visual packaging directly influence consumer-perceived food product quality and brand preference. Perceived food product quality also directly and indirectly (through product value) affects brand preference.

Originality/value

This paper offers directions for understanding the effects of visual packaging on positive consumer product and brand evaluations. Based on the study findings, food firms should emphasize the visual packaging design factors such as color, typeface, logo, graphics, and size to form consumers' positive perceptions and brand preference.

Details

International Journal of Retail & Distribution Management, vol. 41 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

Content available
Article
Publication date: 2 February 2015

Justin Beneke

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179

Abstract

Details

British Food Journal, vol. 117 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 3 October 2016

Bo Rundh

The purpose of this paper is to explore the importance of innovative packaging for marketing purposes in a food supply chain. The intent is also to understand the function…

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6184

Abstract

Purpose

The purpose of this paper is to explore the importance of innovative packaging for marketing purposes in a food supply chain. The intent is also to understand the function of packaging as a marketing tool. The outcome of the study is expected to contribute to the link between packaging and marketing literature.

Design/methodology/approach

The case study method was chosen in order to assess and investigate how packaging can be used in marketing. The study focuses on narrating the use of packaging for different customer applications and the unit of analyses was the packaging product. In order to analyse the five sub-cases or “corporate stories” a cross-case analysis was used and the analysis of data was carried out in different stages. This approach treats each sub-case as a separate entity and the analysis reveal both similarities and differences among the sub-cases.

Findings

The present study demonstrates that packaging has become an important tool in marketing of different products either this is for end-consumers, or customers in a supply chain. This has become more essential as more products are introduced on a market. The study shows the significance of linking packaging to marketing strategy. An important ingredient for that is the use of packaging design for differentiation purposes. The results support also that packaging has become an essential factor for a secure and efficient distribution in a food supply chain. In addition, packaging and packaging design is contributing to value creation for different actors in a food supply chain.

Practical implications

The managerial implication from the case study shows that packaging can be used together with the product concept to create a competitive offering in a market. This gives managers the possibility to differentiate their products from competitive offerings by using packaging and packaging design in a creative manner.

Originality/value

This paper fulfils an identified need for contributions to more research on packaging and marketing strategy. The study shows the influence of packaging on marketing.

Details

British Food Journal, vol. 118 no. 10
Type: Research Article
ISSN: 0007-070X

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Book part
Publication date: 7 July 2017

Abstract

Details

Knowledge Transfer to and within Tourism
Type: Book
ISBN: 978-1-78714-405-7

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Book part
Publication date: 27 September 2021

Abstract

Details

Tourism Microentrepreneurship
Type: Book
ISBN: 978-1-83867-463-2

Content available
Book part
Publication date: 22 May 2017

Jürgen Deters

Abstract

Details

Global Leadership Talent Management
Type: Book
ISBN: 978-1-78714-543-6

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Book part
Publication date: 28 April 2021

Vivianna Fang He and Gregor Krähenmann

The pursuit of entrepreneurial opportunities is not always successful. On the one hand, entrepreneurial failure offers an invaluable opportunity for entrepreneurs to learn…

Abstract

The pursuit of entrepreneurial opportunities is not always successful. On the one hand, entrepreneurial failure offers an invaluable opportunity for entrepreneurs to learn about their ventures and themselves. On the other hand, entrepreneurial failure is associated with substantial financial, psychological, and social costs. When entrepreneurs fail to learn from failure, the potential value of this experience is not fully utilized and these costs will have been incurred in vain. In this chapter, the authors investigate how the stigma of failure exacerbates the various costs of failure, thereby making learning from failure much more difficult. The authors combine an analysis of interviews of 20 entrepreneurs (who had, at the time of interview, experienced failure) with an examination of archival data reflecting the legal and cultural environment around their ventures. The authors find that stigma worsens the entrepreneurs’ experience of failure, hinders their transformation of failure experience, and eventually prevents them from utilizing the lessons learnt from failure in their future entrepreneurial activities. The authors discuss the implications of the findings for the entrepreneurship research and economic policies.

Details

Work Life After Failure?: How Employees Bounce Back, Learn, and Recover from Work-Related Setbacks
Type: Book
ISBN: 978-1-83867-519-6

Keywords

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