Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry
Objective: With the arrival of the experience economy era, changes in the marketing environment, and the evolution of consumer psychological needs, a good user experience will bring them freshness. Based on user experience, this paper analyzes the relationship among product brand image, brand trust,...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2024-02-01
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| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844024015159 |
| _version_ | 1797304424286126080 |
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| author | Fa Wang Yujue Wang Yuan Han Joung Hyung Cho |
| author_facet | Fa Wang Yujue Wang Yuan Han Joung Hyung Cho |
| author_sort | Fa Wang |
| collection | DOAJ |
| description | Objective: With the arrival of the experience economy era, changes in the marketing environment, and the evolution of consumer psychological needs, a good user experience will bring them freshness. Based on user experience, this paper analyzes the relationship among product brand image, brand trust, and brand loyalty, aiming to promote product values and improve brand loyalty and trust. Methods: Through case analysis, consumers' favorite brands were selected and conducted positioning analysis on brand color, image, package form, and so on. The study proposed a hypothetical model of user experience on brand loyalty and performed a questionnaire survey on 357 consumers. The relational model of the impact of user experience on consumers was verified using the SEM (Structural Equation Model) method. Results: It is shown that sensory experience, emotional experience, behavioral experience, and thinking experience have significant impacts on brand image; brand image apparently affects brand trust; and brand trust and image remarkably influence brand loyalty. Conclusions: Extending the concept of user experience to the fast-moving consumer goods industry will contribute to the package design of products and the theory and practice of brand loyalty. The research findings can provide effective strategies and approaches for marketers to improve product market competitiveness and enhance consumer brand stickiness. |
| first_indexed | 2024-03-08T00:10:20Z |
| format | Article |
| id | doaj.art-99ef7c5b35df4c5e8197e9d40d8743f5 |
| institution | Directory Open Access Journal |
| issn | 2405-8440 |
| language | English |
| last_indexed | 2024-03-08T00:10:20Z |
| publishDate | 2024-02-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Heliyon |
| spelling | doaj.art-99ef7c5b35df4c5e8197e9d40d8743f52024-02-17T06:41:15ZengElsevierHeliyon2405-84402024-02-01103e25484Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industryFa Wang0Yujue Wang1Yuan Han2Joung Hyung Cho3College of Animation, Jinling Institute of Technology, Nanjing, China; Nanjing Science and Animation Research Center, Nanjing, China; Corresponding author. College of Animation, Jinling Institute of Technology, Nanjing, China.College of Creative Arts, Universiti Teknologi MARA, Shah Alam, Malaysia; College of Design, Guangxi Arts University, Nanning, ChinaJiangsu Tianzheng Architectural Decoration Co., Ltd. Xuzhou, ChinaDepartment of Marine Design Convergence Engineering, Pukyong National University, Busan, South KoreaObjective: With the arrival of the experience economy era, changes in the marketing environment, and the evolution of consumer psychological needs, a good user experience will bring them freshness. Based on user experience, this paper analyzes the relationship among product brand image, brand trust, and brand loyalty, aiming to promote product values and improve brand loyalty and trust. Methods: Through case analysis, consumers' favorite brands were selected and conducted positioning analysis on brand color, image, package form, and so on. The study proposed a hypothetical model of user experience on brand loyalty and performed a questionnaire survey on 357 consumers. The relational model of the impact of user experience on consumers was verified using the SEM (Structural Equation Model) method. Results: It is shown that sensory experience, emotional experience, behavioral experience, and thinking experience have significant impacts on brand image; brand image apparently affects brand trust; and brand trust and image remarkably influence brand loyalty. Conclusions: Extending the concept of user experience to the fast-moving consumer goods industry will contribute to the package design of products and the theory and practice of brand loyalty. The research findings can provide effective strategies and approaches for marketers to improve product market competitiveness and enhance consumer brand stickiness.http://www.sciencedirect.com/science/article/pii/S2405844024015159User experienceBrand loyaltyProduct package designStructural equation modelMilk package |
| spellingShingle | Fa Wang Yujue Wang Yuan Han Joung Hyung Cho Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry Heliyon User experience Brand loyalty Product package design Structural equation model Milk package |
| title | Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry |
| title_full | Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry |
| title_fullStr | Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry |
| title_full_unstemmed | Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry |
| title_short | Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry |
| title_sort | optimizing brand loyalty through user centric product package design a study of user experience in dairy industry |
| topic | User experience Brand loyalty Product package design Structural equation model Milk package |
| url | http://www.sciencedirect.com/science/article/pii/S2405844024015159 |
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