Revisiting the Concept of Consumer Mental Involvement in Brand Choice Through the Aesthetic Elements of Packaging in the Products of Production Cooperative Companies in Isfahan City

Document Type : Original Article

Authors

1 Master of Business Administration, Marketing major, Faculty of Administrative Sciences and Economics, Isfahan University, Isfahan, Iran

2 Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, Isfahan University, Isfahan, Iran

Abstract

In today's competitive food industry, consumers face a plethora of choices, making the  decision-making process increasingly challenging. To differentiate their products, companies are turning to aesthetically designed packaging that engages consumers and influences their purchasing decisions. This study investigates the relationship between consumer mental Involvement and brand choice, mediated by aesthetic elements of packaging. The research sample comprises customers of cooperative companies in Isfahan City, Iran. Structural equation modeling (SEM) was employed to test the hypotheses. The findings reveal a positive and direct effect of   consumer mental involvement on aesthetic elements of packaging. In other words, stimulating  cognitive and emotional states in consumers through aesthetically pleasing packaging enhances brand attractiveness and recognition, thereby influencing their choices. Additionally, the results indicate a positive and direct effect of consumer mental Involvement on brand choice, suggesting that the five dimensions of mental Involvement influence brand choice by shaping consumers'  perceptions and attitudes. Furthermore, the study confirms the positive and direct impact of the aesthetic elements of packaging (color and imagery) on brand choice.
 

Keywords

Main Subjects

Smiley face

References

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History

  • Receive Date: 14 January 2024
  • Revise Date: 10 March 2024
  • Accept Date: 14 May 2024

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