Anthropomorphism as differentiation strategy for standardized reusable glass containers

Published: 14 June 2022| Version 1 | DOI: 10.17632/cts42p7h5y.1
Contributors:
Elisabeth Wolfsteiner,
Marion Garaus,
Christian Garaus,
Charlotte Jermendy

Description

Our research model investigates the following hypotheses: H1. An anthropomorphized label design of standardized packaging positively affects brand attitude. H2. An anthropomorphized label design of standardized packaging positively affects brand interest. H3. Brand attitude (a) and brand interest (b) mediate the impact of anthropomorphized label design of standardized packaging on purchase intention. H4. Brand attitude and brand interest sequentially mediate the impact of anthropomorphized label design of standardized packaging on purchase intention. The empirical study employed a one-factor (two-level) between-subjects design with anthropomorphism of the product label representing the manipulated variable. One-hundred fifty-one participants, recruited through the online platform “click-worker" participated in the experiment for a renumeration of 30 cents. H1 and H2 were tested with a MANOVA. All hypotheses were part of a serial mediation analysis using PROCESS macro model 6 (A dummy for the two conditions was the independent variable, brand interest was specified as the first mediator, brand attitude represented the second mediator, and purchase intention was included as the dependent variable).

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Categories

Marketing, Sustainability, Consumer Behavior, Food Package Labeling

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