A conceptual analysis of "shipping packaging" and "secondary packaging": Operationalizing brand loyalty theory to measure brand effectsShow full item record
Title | A conceptual analysis of "shipping packaging" and "secondary packaging": Operationalizing brand loyalty theory to measure brand effects |
---|---|
Author | Lukehart, Lauren |
Date | 2022 |
Abstract | With the rise of Ecommerce, more brands have an opportunity to create an "unboxing" experience for their consumers. Through "shipping" and "secondary packaging," brands have an opportunity to extend the brand's personality to a new medium and in doing so enhance the customer experience. The unboxing experience, through secondary research, has been substantiated to elicit consumer emotions such as "positive affect" and "willingness to share." Both outcomes, as well as other brand effects, have been linked to brand loyalty. "Brand loyalty theory" offers established terms and concepts that help define the industry practice, environment, and stakeholders of branded packaging. To extend brand loyalty theory literature, the current analysis offers such a conceptual analysis and proposed study design for future scholars. This study aims to help operationalize future analyses on brand effects of shipping and secondary packaging. |
Link | https://repository.tcu.edu/handle/116099117/54258 |
Department | Marketing |
Advisor | Chicotsky, Brandon |
Additional Date(s) | 5/19/2022 |
Files in this item
This item appears in the following Collection(s)
- Undergraduate Honors Papers [1362]
Related items
Showing a few items related by title, author, creator and subject.
-
Hottest brand going
Maples, Harold, 1925- (1960-03-20) -
Luxury Fashion Brand Innovators and Imitators on Social Media
Vander Linde, Ashley (2013)This paper focuses on the relationship of luxury fashion brands and social media, through delving into who the luxury fashion consumer, and the social media consumer are. It then examines the desires of these groups of ... -
"Brand Names: A Basis for Unity"
United States. Government Printing Office; Farley, James A. (James Aloysius), 1888-1976 (1952-04-16)
© TCU Library 2015 | Contact Special Collections |
HTML Sitemap