Corporate logoer i dagligvarehandlen: Har det overhovedet en effekt?

Katja Nissen & Laura Lassen

Student thesis: Master thesis

Abstract

In recent years, a number of companies in the fast-moving consumer goods industry have started to bring more focus to their corporate brands. In line with this trend, the multinational companies P&G and Unilever have both decided to make their corporate logo more visible by adding it on the product packaging of all their products. Building on this development, this thesis aims to investigate how the use of a corporate logo on product packaging affects the consumer perception of products when buying groceries. This thesis takes its starting point in brands and branding. Through a review of the literature it is initially explored what a brand is, and it is examined how brand components such as corporate logos can work as cues with an impact on consumer perceptions of a product. Furthermore, the term brand equity is reviewed and it is assessed how a strong brand is established. Moreover, the development within branding is examined and the interaction between product branding and corporate branding is explored. Additionally, a number of brand architectures are reviewed and it is explored how a company strategically can structure their brand portfolio. Finally, the term spillover effect is reviewed and it is assessed how corporate brands and product brands mutually affects each other within a brand portfolio. Based on the literature review, a number of hypotheses are formulated and two structural equation models are compiled. The thesis presents an experimental research design including an eye-tracking study and a questionnaire. The experiment is conducted with a total of 60 participants divided into two test groups. In the eye-tracking study, the participants are exposed to a number of stimuli illustrating P&G and Unilever products after which they are asked to evaluate the quality and sustainability of the products shown. In the following questionnaire, the participants are asked to disclose their knowledge and perception related to the brands shown in the eye-tracking study. The experiment was planned to be conducted at CBS using the facilities of CBS’ SenseLab. However, as a consequence of the COVID-19 pandemic and the related closure of CBS Campus, unfortunately it has not been possible to conduct the planned experiment, which obviously affects the study in general. Thus, in terms of results, this thesis works with four scenarios. Based on scenario 1, the results indicate that a corporate logo on product packaging will have a positive effect on the consumer perception of products when buying groceries. Additionally, the results indicate that this effect is moderated by the fixation duration on the corporate logo, the level of knowledge about the product brand, and the perception of the product brand in terms of quality and sustainability. Based on scenario 2, the results indicate that for some consumers in certain respects, a corporate logo on product packaging will have a positive effect on the consumer perception of products when buying groceries. To elaborate, the results indicate that the effect seems to be mediated by gender, age, knowledge about the corporate brand, and the perception of the corporate brand in terms of quality and sustainability. Based on scenario 3, the results indicate that a corporate logo on product packaging does not have an effect on the consumer perception of products when buying groceries. Based on scenario 4, the results indicate that a small logo on the back of product packaging is not visible enough to be noticed by consumers. Thus, it will not have an effect on the consumer perception of products when buying groceries.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
LanguageDanish
Publication date2020
Number of pages170
SupervisorsJesper Clement