Packaging and visual storytelling in portuguese vintage brands

• Autor(a) principal: Marmelada, Mário Ezequiel Coimbra
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/24050
• topic: Portuguese vintage brands; Visual storytelling; Packaging; Purchase intention; Marcas vintage portuguesas; Intenção de compra

Portuguese vintage brands have an important role, not only for their heritage, as in some cases their foundation dates to the end of the 19th century, but also for their quality and originality in terms of their communication with consumers. Nowadays, these brands have adapted to the global context, representing the quality of the Portuguese industry in the most varied corners of the world. Another point that distinguishes them from the market is the packaging of their products, which has characteristic elements such as color, font, and symbols. Thus, the main objective of this dissertation was to compare the visual storytelling of Portuguese vintage brands vs. mass market brands products packaging, in two categories – soaps and skin care creams. The literature review aimed to gather insights and seven theoretical hypotheses regarding the main topics – storytelling, packaging, brand attitude and purchase intention - were formed. The quantitative study was based in an experimental design, where the sample was randomly distributed in four different groups through an online survey, collecting a total of 160 responses. The conducted statistical analysis - simple and multiple regressions - aimed to support the developed conceptual model. Despite the reduced number of responses, some conclusions were formed regarding both groups: the variables weight impacting purchase intention differ from each group, meaning that the packaging visual storytelling generates different effects per group.