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Buy For Yourself or Buy For Others? The Role of Label Images and Bottle Forms on Consumers’ Perception of Icewine

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Title: Buy For Yourself or Buy For Others? The Role of Label Images and Bottle Forms on Consumers’ Perception of Icewine
Author: Zhang, Rui
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Teng, Lefa
Abstract: The primary objective of this research was to explore the icewine package design by conducting two experiments. In experiment 1, there was not congruity effect between label images and bottle forms for icewine. Additionally, in terms of natural label image, opaque Bordeaux bottle form was perceived to be more luxurious and more expensive than transparent Bordeaux bottle form for icewine; these results were only found for natural label image rather than delicate label images. Furthermore, opaque Bordeaux bottle form with maple leaf label image was found to be the optimal design for Canadian icewine. In experiment 2, there was no significant difference on consumers’ evaluations for congruent and moderately incongruent designs under the moderating effect of purchase context (i.e., buying for others and buying for self). The findings not only contribute to the icewine packaging literature but also contribute to Canadian icewine manufacturers, and the industry as a whole, with a competitive advantage.
URI: http://hdl.handle.net/10214/3622
Date: 2012-05
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