A conceptual analysis of "shipping packaging" and "secondary packaging": Operationalizing brand loyalty theory to measure brand effects

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.