A charming little Cabernet: Effects of wine label design on purchase intent and brand personality
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 28 August 2007
Abstract
Purpose
The purpose of this research is to examine the impact of brand personality on purchase intent and the influence of three design elements of wine labels on brand personality.
Design/methodology/approach
Participants made brand personality judgments and rated their purchase intent for subsets of 90 experimental wine labels, which varied along the dimensions of color, illustration, and design layout.
Findings
Brand personality explained nearly half of the variance in purchase intent, with the facets successful, charming, spirited, and up‐to‐date being most strongly correlated with purchase intent. Of the three dimensions of visual design studied, the illustration used on the label had the greatest impact on both purchase intent and perceptions of brand personality.
Research limitations/implications
This study used a proxy to measure purchase intent and studied only a subset of brand personality facets, limiting the generality of findings.
Practical implications
This research offers brand managers a potential means of evaluating prospective designs in terms of their likely impact on purchase intent and consumer perceptions of brand personality, and suggests general guidelines for the design of product line extensions from a successful label design.
Originality/value
This research helps brand managers and packaging designers to leverage brand personality research and evaluate the effectiveness of new designs.
Keywords
Citation
Boudreaux, C.A. and Palmer, S.E. (2007), "A charming little Cabernet: Effects of wine label design on purchase intent and brand personality", International Journal of Wine Business Research, Vol. 19 No. 3, pp. 170-186. https://doi.org/10.1108/17511060710817212
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited