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URN etd-0912117-043635 Statistics This thesis had been viewed 442 times. Download 0 times. Author Tung-chin Chou Author's Email Address No Public. Department Industrial Design Year 2016 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 170 Title THE INFLUENCE OF HUMOR PACKAGING DESIGN ON BRAND AWARENESS, BRAND ATTITUDE. Keyword perceived value brand attitude bramd awareness humor packaging design humor packaging design bramd awareness brand attitude perceived value Abstract Branding has been the focus of business due to its importance on promoting consumers’ brand preference and product sales. As one of the elements in branding, the performance of package design directly impacts the successful establishment of brand benefits. Therefore, proper integration of humor in package design has become the core of study amongst the various package design formats. This study explores the influence of humorous package design on brand awareness and brand attitude and decides if humorous package design can increase brand awareness and create positive brand attitude. This study includes three stages. In first stage, expert interview method was utilized to define the concept of humorous package design and analyze the types of current humorous package design. The results of the interview showed the five constructs consisting the definition of humorous package design, including positive meaning, negative meaning, life connection, emotion feedback, and creativity construction. Twenty-four evaluation criterions of validity of humorous package design were developed through the operational definition of each construct, while eight types of humorous package design formats were concluded through coding. This study further used focus group, consisting of 6 graphic designers, to categorize 53 humorous package design picture cards. The results indicated two categories of humorous package design formats, including structural humor (metaphor, interaction, material, and function) and image-integrated structural humor (scenario, negative meaning dark humor, words, metaphor, interaction, and conflict), which became the basis of package sample design formats.
The second stage investigated the involvement degree of snack products, focusing on the consumers between the ages of 20-29 using purchase frequency questionnaires and had the interviewees evaluate the degree of involvement of the snack products. The results showed high involvement on chocolate and low involvement on dried shredded squid. This study used these two products as the theme of the humorous package sample design to create 6 chocolate package samples and 7 dried shredded squid package samples with various humorous formats. Finally, chocolate with high/low humor and dried shredded squid with high/low humor packages were selected (high/low involvement 2 * high/low humor 2 = 4 study samples) to become the official survey package samples.
The third stage evaluated package sample designs through consumer questionnaire to obtain results for constructing influence models of humorous package design on brand awareness and brand attitude. Exploratory factor analysis indicated the five elements consisting of humorous package design, including humorous funny, pleasant therapeutic, sarcastic, life connection, and the three elements of branding, including brand awareness, perceived value, and purchase intention. This study utilized multiple regression analysis to construct the influence relation models of humorous package on brand awareness, perceived value, and purchase intention. The results showed significant influence on brand awareness value from pleasant therapeuti, and life connection in humorous package, in which pleasant therapeutic had the most influence. Besides, using pleasant therapeutic to present humor brought positive influence on purchase satisfaction, while humorous funny and creativity had significant influence on brand awareness. However, sarcastic humor did not have positive influence on brand awareness, perceived value, or purchase intention. As a result, it is recommended that package designers use appropriate presentation techniques for sarcastic humor. The research results will be the important foundation for the fields of humorous package and brand studies; meanwhile, provide references for future brand business owners and package designers when applying humorous presentation.
Advisor Committee Shu-yuan Lin - advisor
Files Date of Defense 2017-07-12 Date of Submission 2017-09-12