How to use the package in the tobacco products to communicate in the plain pack era
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/429 |
Resumo: | The aim of this research is to contribute to the emerging literature on the role of packaging of tobacco products, by providing a clearer explanation of what tobacco packaging means in consumer communication. With the recent legislative changes of tobacco products, i.e. communication restrictions affecting the packaging, such as the plain packs, packaging has become a more important tool to communicate with the consumers. This research intends to understand consumer behavior and explore possible new ways of communication, considering the communication restrictions. It was adopted a qualitative methodology. In this investigation, it was concluded that the packaging is a factor with big impact on consumer choice, particularly in FMCG and plays a key role in brand differentiation at the point of sale. Regarding tobacco product packaging, it was proved that plain packs have negative impact on brand value communication and retailers are a key factor in the communication with consumers. |
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How to use the package in the tobacco products to communicate in the plain pack eraTobacco packaging;Brand Communication; Marketing decision-makersThe aim of this research is to contribute to the emerging literature on the role of packaging of tobacco products, by providing a clearer explanation of what tobacco packaging means in consumer communication. With the recent legislative changes of tobacco products, i.e. communication restrictions affecting the packaging, such as the plain packs, packaging has become a more important tool to communicate with the consumers. This research intends to understand consumer behavior and explore possible new ways of communication, considering the communication restrictions. It was adopted a qualitative methodology. In this investigation, it was concluded that the packaging is a factor with big impact on consumer choice, particularly in FMCG and plays a key role in brand differentiation at the point of sale. Regarding tobacco product packaging, it was proved that plain packs have negative impact on brand value communication and retailers are a key factor in the communication with consumers.ISVOUGA - Instituto Superior de Entre Douro e Vouga2019-12-31T00:00:00Zjournal articleinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/429oai:u3isjournal.isvouga.pt:article/429International Journal of Marketing, Communication and New Media; Vol 7, No 13 (2019)2182-9306reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/429http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/429/223Copyright (c) 2019 Amélia Maria Pinto da Cunha Brandão, Jorge Cidade, Gisela Alveshttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessBrandão, Amélia Maria Pinto da CunhaCidade, JorgeAlves, Gisela2022-09-22T10:30:29Zoai:u3isjournal.isvouga.pt:article/429Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:58:18.265663Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
How to use the package in the tobacco products to communicate in the plain pack era |
title |
How to use the package in the tobacco products to communicate in the plain pack era |
spellingShingle |
How to use the package in the tobacco products to communicate in the plain pack era Brandão, Amélia Maria Pinto da Cunha Tobacco packaging;Brand Communication; Marketing decision-makers |
title_short |
How to use the package in the tobacco products to communicate in the plain pack era |
title_full |
How to use the package in the tobacco products to communicate in the plain pack era |
title_fullStr |
How to use the package in the tobacco products to communicate in the plain pack era |
title_full_unstemmed |
How to use the package in the tobacco products to communicate in the plain pack era |
title_sort |
How to use the package in the tobacco products to communicate in the plain pack era |
author |
Brandão, Amélia Maria Pinto da Cunha |
author_facet |
Brandão, Amélia Maria Pinto da Cunha Cidade, Jorge Alves, Gisela |
author_role |
author |
author2 |
Cidade, Jorge Alves, Gisela |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Brandão, Amélia Maria Pinto da Cunha Cidade, Jorge Alves, Gisela |
dc.subject.por.fl_str_mv |
Tobacco packaging;Brand Communication; Marketing decision-makers |
topic |
Tobacco packaging;Brand Communication; Marketing decision-makers |
description |
The aim of this research is to contribute to the emerging literature on the role of packaging of tobacco products, by providing a clearer explanation of what tobacco packaging means in consumer communication. With the recent legislative changes of tobacco products, i.e. communication restrictions affecting the packaging, such as the plain packs, packaging has become a more important tool to communicate with the consumers. This research intends to understand consumer behavior and explore possible new ways of communication, considering the communication restrictions. It was adopted a qualitative methodology. In this investigation, it was concluded that the packaging is a factor with big impact on consumer choice, particularly in FMCG and plays a key role in brand differentiation at the point of sale. Regarding tobacco product packaging, it was proved that plain packs have negative impact on brand value communication and retailers are a key factor in the communication with consumers. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-12-31T00:00:00Z |
dc.type.driver.fl_str_mv |
journal article info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/429 oai:u3isjournal.isvouga.pt:article/429 |
url |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/429 |
identifier_str_mv |
oai:u3isjournal.isvouga.pt:article/429 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/429 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/429/223 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2019 Amélia Maria Pinto da Cunha Brandão, Jorge Cidade, Gisela Alves https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2019 Amélia Maria Pinto da Cunha Brandão, Jorge Cidade, Gisela Alves https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
dc.source.none.fl_str_mv |
International Journal of Marketing, Communication and New Media; Vol 7, No 13 (2019) 2182-9306 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799130450931744768 |