The primary objective of this research was to explore the icewine package design by conducting two experiments. In experiment 1, there was not congruity effect between label images and bottle forms for icewine. Additionally, in terms of natural label image, opaque Bordeaux bottle form was perceived to be more luxurious and more expensive than transparent Bordeaux bottle form for icewine; these results were only found for natural label image rather than delicate label images. Furthermore, opaque Bordeaux bottle form with maple leaf label image was found to be the optimal design for Canadian icewine. In experiment 2, there was no significant difference on consumers’ evaluations for congruent and moderately incongruent designs under the moderating effect of purchase context (i.e., buying for others and buying for self). The findings not only contribute to the icewine packaging literature but also contribute to Canadian icewine manufacturers, and the industry as a whole, with a competitive advantage.
| Identifer | oai:union.ndltd.org:LACETR/oai:collectionscanada.gc.ca:OGU.10214/3622 |
| Date | 11 May 2012 |
| Creators | Zhang, Rui |
| Contributors | Teng, Lefa |
| Source Sets | Library and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada |
| Language | English |
| Detected Language | English |
| Type | Thesis |
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