Bottled water: Impact of product package quality on consumption satisfaction, brand perceptions, consumer investment and behaviour
In some product categories, such as bottled water the container is inextricably linked to the consumption experience itself. Researchers at the California Polytechnic State University USA demonstrated how the quality of a water bottle impacts post-consumption experience evaluations, brand evaluations and subsequent behavioral intentions.
The research supports the thesis that specific performance evaluations – based on bottle design, quality and usability – help determine strength and nature of consumer-brand relationships, supporting the idea that packaging is a critical link in the consumer product value chain. An article about the research is published in the Journal of Applied Packaging Research.
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