How semiotic product packaging, brand image, perceived brand quality influence brand loyalty and purchase intention: a stimulus-organism-response perspective

Purpose The present study, underpinned by the stimulus-organism-response (SOR) theory, aims to examine the impact of packaging semiotics on brand image, perceived brand quality, brand loyalty and purchase intention of well-established food brands. Design/methodology/approach A self-administered questionnaire was disseminated to participants residing in the Lucknow region of India. We conducted an experiment in which 374 participants evaluated the factors on a stimulus (chips packaging) using an online survey. Collected data were analysed through structural equation modelling (SEM). Findings The result suggests that packaging semiotics exhibits a positive influence on brand image and perceived brand quality of consumers. The brand image significantly impacts brand loyalty and consumers’ purchase intention. In addition, the perceived brand quality has a positive significant impact on brand loyalty, but a negative and insignificant influence on purchase intention. The results show that both brand image and perceived brand quality significantly mediate the relation between packaging semiotics and brand loyalty. Brand image significantly mediates but perceived brand quality does not mediate the relation between packaging semiotics and purchase intention. Practical implications The results of the study will assist food brands in determining how to utilise semiotics in packaging to positively influence brand image, perceived brand quality, brand loyalty and consumers’ intent to purchase. Originality/value The study is unique in the sense that it assesses the role of packaging semiotics as antecedent in mapping of brand loyalty and purchase intention through brand image and perceived product quality. This study takes a lead as these constructs have been less explored relatively from the lens of packaging semiotics in an emerging Asian market.