Did Corpos Danone rebrand increase purchase intention?

: the effect of packaging advertising and brand equity

Abstract

FMCG companies invest substantial budgets on building strong brands, through packaging and advertising, because both seem to have a strong influence on purchase intention and brand equity, which can predict sales.The aim of this thesis is to understand if the consumers’ purchase intention and brand equity depends on different types of packaging, such as hedonic, and utilitarian, and different types of advertising, such as rational, and emotional. It also aims to explore whether the consumers’ brand equity can explain the relationship between packaging and advertising types and purchase intention. These topics were explored through the lens of the rebranding of Corpos Danone. An explanatory study was conducted using online questionnaires. In the questionnaire respondents were randomly shown either the old or new brand of Corpos Danone for both packaging and advertising. Results indicated that hedonic packaging is associated with higher brand equity than utilitarian packaging (p=0.044). However, there was no evidence of a difference in purchase intention by the type of packaging. Regarding advertising, there was no evidence of a significant difference in either purchase intention or brand equity by the type of advertising. The results could indicate that the rebranding of Corpos Danone probably did not bring value to the company when considering the variables of purchase intention and brand equity.

Date of Award	3 Feb 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniel Fernandes (Supervisor) & Paulo Romeiro (Co-Supervisor)