Label's best forms: prospects' and customer's first impression versus expert analyses

Label's best forms: prospects' and customer's first impression versus expert analyses
Document type
Conference Paper
Author(s)
Palmeira, Mirian; Palmeira, Denise
Publisher
British Academy of Management
Date of publication
9 September 2014
Series
British Academy of Management Conference Proceedings 2014
Subject(s)
Marketing: all aspects of marketing, advertising and public relations
Collection
Business and management
Material type
Reports

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[Authors' original abstract]

The aim is to identify similarities and differences between customer’s first impression and expert analyses of mineral water label’s best form. This investigation is a qualitative and quantitative research, which utilises expert analyses and survey to collect data among 81 Brazilian respondents, aged between 18 to 30 years old, class “B”, which evaluate labels of 42 brands from different parts of the world. The sampling is collected by convenience. 44% of the labels are better evaluated by the customers comparing the results of the expert analyses. The respondents also state the lowest scores to labels that have been considered as best forms during the professional analyses process, such as Santa Catarina (Brazil), Gulfa (Arab Emirates), Santa Croce (Italy) Strathmore (UK) and Poland Spring (USA). The contribution is to highlight the role of Business School which is to provide organisations with expertise to avoid senseless changes in the label visual elements.

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