Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry

Objective: With the arrival of the experience economy era, changes in the marketing environment, and the evolution of consumer psychological needs, a good user experience will bring them freshness. Based on user experience, this paper analyzes the relationship among product brand image, brand trust,...

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Published in:HELIYON
Main Authors: Wang, Fa; Wang, Yujue; Han, Yuan; Cho, Joung Hyung
Format: Article
Language:English
Published: CELL PRESS 2024
Subjects:
Online Access:https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001181620500001
author Wang
Fa; Wang
Yujue; Han
Yuan; Cho
Joung Hyung
spellingShingle Wang
Fa; Wang
Yujue; Han
Yuan; Cho
Joung Hyung
Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry
Science & Technology - Other Topics
author_facet Wang
Fa; Wang
Yujue; Han
Yuan; Cho
Joung Hyung
author_sort Wang
spelling Wang, Fa; Wang, Yujue; Han, Yuan; Cho, Joung Hyung
Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry
HELIYON
English
Article
Objective: With the arrival of the experience economy era, changes in the marketing environment, and the evolution of consumer psychological needs, a good user experience will bring them freshness. Based on user experience, this paper analyzes the relationship among product brand image, brand trust, and brand loyalty, aiming to promote product values and improve brand loyalty and trust. Methods: Through case analysis, consumers' favorite brands were selected and conducted positioning analysis on brand color, image, package form, and so on. The study proposed a hypothetical model of user experience on brand loyalty and performed a questionnaire survey on 357 consumers. The relational model of the impact of user experience on consumers was verified using the SEM (Structural Equation Model) method. Results: It is shown that sensory experience, emotional experience, behavioral experience, and thinking experience have significant impacts on brand image; brand image apparently affects brand trust; and brand trust and image remarkably influence brand loyalty. Conclusions: Extending the concept of user experience to the fast-moving consumer goods industry will contribute to the package design of products and the theory and practice of brand loyalty. The research findings can provide effective strategies and approaches for marketers to improve product market competitiveness and enhance consumer brand stickiness.
CELL PRESS

2405-8440
2024
10
3
10.1016/j.heliyon.2024.e25484
Science & Technology - Other Topics
Green Published, gold
WOS:001181620500001
https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001181620500001
title Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry
title_short Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry
title_full Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry
title_fullStr Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry
title_full_unstemmed Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry
title_sort Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry
container_title HELIYON
language English
format Article
description Objective: With the arrival of the experience economy era, changes in the marketing environment, and the evolution of consumer psychological needs, a good user experience will bring them freshness. Based on user experience, this paper analyzes the relationship among product brand image, brand trust, and brand loyalty, aiming to promote product values and improve brand loyalty and trust. Methods: Through case analysis, consumers' favorite brands were selected and conducted positioning analysis on brand color, image, package form, and so on. The study proposed a hypothetical model of user experience on brand loyalty and performed a questionnaire survey on 357 consumers. The relational model of the impact of user experience on consumers was verified using the SEM (Structural Equation Model) method. Results: It is shown that sensory experience, emotional experience, behavioral experience, and thinking experience have significant impacts on brand image; brand image apparently affects brand trust; and brand trust and image remarkably influence brand loyalty. Conclusions: Extending the concept of user experience to the fast-moving consumer goods industry will contribute to the package design of products and the theory and practice of brand loyalty. The research findings can provide effective strategies and approaches for marketers to improve product market competitiveness and enhance consumer brand stickiness.
publisher CELL PRESS
issn
2405-8440
publishDate 2024
container_volume 10
container_issue 3
doi_str_mv 10.1016/j.heliyon.2024.e25484
topic Science & Technology - Other Topics
topic_facet Science & Technology - Other Topics
accesstype Green Published, gold
id WOS:001181620500001
url https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001181620500001
record_format wos
collection Web of Science (WoS)
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