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Publication
Cross-Cultural Comparison of the Impact of Product Packaging on Consumer Behavior in Portuguese and Czech Republic markets
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| 2.33 MB | Adobe PDF |
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Abstract(s)
Packaging is a key tool for brand communication and consumer engagement, as it can contribute to brand emotional connection by establishing trust and embedding narratives that resonate with consumers, enhancing their overall satisfaction. This satisfaction is crucial for brand success, influencing consumer loyalty and the perceived value of products, and is particularly important in global markets, where cultural differences affect consumer preferences and behaviors. Understanding these dynamics is vital for businesses aiming to thrive in diverse cultural contexts.
The study focuses on the Portuguese and Czech market and investigates the impact of the product packaging on consumer behavior. The methodology mainly included a quantitative survey methodology, gathering data via a self-administered questionnaire distributed online in both Portuguese and English. The analysis of the data was conducted using PLS-structural equation modeling. A total of 160 responses were collected, and findings show that for Portuguese consumers, product packaging is able to evoke brand emotional connection and brand identification, subsequently enhancing customer satisfaction and purchase intention. However, for Czech consumers the impact of product packaging on brand emotional connection is not significant. The results offer support for the assertion that companies should tailor their packaging strategies to align with these cultural inclinations to foster consumer engagement.
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Keywords
Product Packaging Emotional connection Brand identification Customer satisfaction Purchase intention Consumer behavior