6. Findings
6.5 Managerial implication
During the interviews we have seen that Alice has found herself more similar to Bellavista when the brand has changed its dress; what has happened is that the brand personality of Bellavista has earned a better consideration in her mind and the results is that she is more willing to extend the relationship with the brand. (Keller, 1998)
This definitely links the concept of self-‐image congruence to the brand personality and after to the brand relationship; in the framework created, they have to exist and are necessary to contextualize the reactions of the brand customers.
7. LIMITATION AND FUTURE RESEARCH
7.1 LIMITATIONS
As stated in the introduction, the limits of the thesis are subjected to the case study. It is possible that the effects of the packaging change are more or less intense within the product category examined.
I retain that a limit of the framework proposed is that is does not contain an analysis of the involvement. Even if it was a necessary simplification I believe that it could give an extended view of the relationship between the brand and its customers. The view of Quester and Lim (2003), reported by Jensen and Hansen (2006) considers involvement as a continuum; in other words they view involvement “as a purchase-‐related concept representing a consumer’s subjective perception of how important (involving) the outcome of a purchase within a
particular product category is to the consumer” (Jensen and Hansen 2006, pp. 443-‐444).
Furthermore, the results obtained on an Italian population sample, could be related to its culture and traditions. The opportunity is to extend the research to verify if the outcomes of the studies are replicable with a sample of people coming from different countries with different cultural baggage.
7.2 FUTURE RESEARCH
The target of the research was to analyse and interview users of the brand, an interesting extension of the studies is to enquire what changes occur in preference when the consumers have no knowledge of the brand and they bases his decisions merely on brand image.
A possibility is to interview people that have initiated the relationship with the brand because of the new packaging. In other words, a future opportunity is to include in the research new
customers and customers that have radically changed their opinion about the brand after the launch of the new labels. Regarding the new customers, it could be interesting to investigate how they become aware of the company and the reasons why they have started buying those products.
A future occasion is to enlarge the studies and replicate them with other product category.
This will confirm that are generally applicable, and that the findings described are not subjected to the product category.
8. CONCLUSIONS
All the contribution listed in the findings chapter show that every level of the framework is connected to the other. I have found that a modification in the brand awareness can have strong impacts on the top of the pyramid and reflect the importance that packaging plays in modifying brand equity. The interconnections were multiple and across every level.
I have discovered that the framework proposed is valid for the interpretation of the data obtained during the studies. The analysis has showed that all data are reliable, and that these cannot be related to just a mere level of the pyramid but their effects are widespread.
Finally, the work has provided insights and categorised consumer behaviour connected to the change of packaging. The results brought new theoretical contributions in the branch of brand preference.
9. REFERENCES
9.1 WEB SOURCES
http://www.bellavistawine.it/
https://www.facebook.com/cantinaBellavista
https://twitter.com/BellavistaVino
http://instagram.com/bellavistavino
http://iconosquare.com/viewer.php
http://www.lemillebolleblog.it/2014/10/06/franciacorta-‐brut-‐rose-‐2008-‐bellavista/
http://www.lemillebolleblog.it/2014/05/07/nuovo-‐packaging-‐colorato-‐per-‐i-‐franciacorta-‐
di-‐bellavista/
http://www.ilarysgrillsocial.com/2014/03/new-‐air-‐on-‐wine-‐per-‐bellavista.html
http://www.vinitalyinternational.com/
http://www.uiv.it/wine-‐by-‐numbers/
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APPENDIX A -‐ SURVEY