ABSTRACT: This thesis aims to study the effects of packaging change on brand preference and brand relationship. For this purpose, the author chose Bellavista as case study. The winery is based in Italy, precisely in the territory of Franciacorta. A literature review provides the basis for the adaptation of the Customer Based Brand Equity pyramid to the objective of the thesis. The research process employs both qualitative and quantitative methods. An online-‐based survey was conducted to test the hypotheses on the role that packaging change plays on self-‐ concept and brand preference; data were inserted into SPSS IBM Statistics and successively analysed using Pearson r correlation coefficient and Wilcoxon signed ranked test. During the writing process, the researcher has accomplished a netnography in order to evaluate conversations between the brand and its customers; this was centred on the social networks such as Facebook, Twitter and Instagram. Lastly, four customers were interviewed to complete the studies on brand relationship. The results of the survey confirm the hypotheses, while the outcomes of the other methods give validity to the framework proposed. In fact, it was found that the revised Customer based brand equity pyramid created by the author is adequate to analyse the impacts of a packaging change. The uniqueness of this thesis resides in the new theoretical contribution generated by the studies.
|MSc in Brand and Communications Management, (Graduate Programme) Final Thesis
|Number of pages