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This study aims to explore consumers’ perspectives on how packaging plays a role in their consumption experience and how it contributes to the formation of brand images. By adopting a consumer’s perspective, the authors identify the criteria that consumers apply to evaluate packaging and reveal how packaging relates to consumers’ overall brand associations.

Through a sequential exploratory mixed methods design, the authors explore brand packaging of chocolate bars as emotionally laden, well-known fast-moving consumer goods. First, the authors conduct a qualitative focus group study to explore how consumers perceive package design, and how it relates to their brand impressions. Second, the authors test the constructs and attributes with an independent sample through a quantitative survey.

The qualitative findings reveal the different roles of packaging and highlight how packaging provides value for consumer experiences not only at the point-of-sale but also during later consumption. More specifically, the authors identify 12 main criteria that consumers use to evaluate packaging. The authors unwrap how packaging is embedded in consumers’ brand image networks by mapping out its connections to other brand associations pertaining to product attributes, the brand itself and personality impressions. The quantitative findings confirm the importance of practical and symbolic packaging criteria and the brand image comparisons.

Taking a consumer’s perspective, this study contributes to a more holistic understanding of how packaging supports brand building as we reveal the various ways in which packaging relates to consumers’ overall brand image associations. This study further directs attention to the roles that consumers themselves assign to packaging and how they evaluate packaging based on its practical, symbolic and social value.

This study offers a comprehensive analysis of the relative effectiveness of different strategies that emerging-market brands can use to mitigate a weak country image.

This study employs discrete choice conjoint analysis to evaluate the relative effectiveness of store image, warranty duration, third-party certification and corporate engagement on US consumers’ perceptions of products from China and Cambodia. China, representing an advanced emerging market, and Cambodia, representing a less advanced market, were selected to provide a diverse context for comparison. The study examines electric scooters (relatively more hedonic) and refrigerators (relatively more utilitarian) to test the robustness of the findings across different product categories.

The study demonstrates that retail store image is the most influential factor in mitigating negative COO effects. An extensive warranty emerges as the second most effective mitigation strategy, followed closely by third-party certification. In contrast, corporate social engagement is found to be the least effective strategy across all studies. The study further explores moderating influences on these preferences. The findings are largely robust, with only minimal effects of age, gender, product home country and product type on the relative effectiveness of the identified mitigation strategies.

The findings offer valuable insights for managers of emerging-market brands, suggesting a prioritization of marketing efforts.

The study enhances the theoretical understanding of COO effects, presenting a nuanced view of how various strategies can be deployed to mitigate negative perceptions of brands associated with emerging markets.