Publication Type

PhD Dissertation

Version

publishedVersion

Publication Date

3-2026

Abstract

In consumer sectors such as digital appliances, apparel, cosmetics, and food and beverages, the number of brands has grown explosively, intensifying market competition. As the primary touchpoint between brands and consumers, product packaging design directly shapes consumer attitudes. Adjustments to packaging elements can catalyze brand growth but may also trigger trust crises. Although recent studies have explored the role of packaging design in brand revitalization, research remains insufficient regarding its “negotiable” and “non-negotiable” dimensions and the mechanisms through which it influences consumer attitudes.

Drawing on brand life cycle theory, brand image theory, and consumer behavior theory, this dissertation investigates how packaging design changes affect consumer attitudes from a brand revitalization perspective, using the whisky industry as a case study. A conceptual framework—Packaging Design → Brand Essence → Consumer Attitudes—is developed and tested through literature analysis, qualitative interviews, and quantitative experiments.

The main findings are as follows. First, packaging design for traditional brands must balance continuity and change. Using interviews, experiments, and surveys in the whisky industry, the research identifies both negotiable and non-negotiable elements. Customized design and color are negotiable, while age statements and brand logos are non-negotiable.

Second, changes in non-negotiable dimensions have a stronger negative impact on attitudes than changes in negotiable dimensions. For whisky packaging, customized design enhances trust and purchase intention, whereas changes to age statements, color, materials, bottle shape, or brand logos decrease attitudes.

Third, packaging design changes influence consumer attitudes through brand essence. Brand essence fully mediates the relationship between packaging design and consumer attitudes. After controlling for brand essence, the direct effect becomes insignificant, indicating that the influence operates indirectly.

Fourth, repeat customers exhibit higher tolerance for packaging innovation. Generational differences directly affect attitudes but do not moderate the strength or direction of packaging design’s impact.

Keywords

Packaging Design, Negotiable and Non-negotiable, Brand Essence, Consumer Attitudes, Generational Differences

Degree Awarded

SMU-SJTU Doctor of Business Administration

Discipline

Marketing

Supervisor(s)

CHANG, Han-Wen Hannah

First Page

1

Last Page

206

Publisher

Singapore Management University

City or Country

Singapore

Copyright Owner and License

Author

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Marketing Commons

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