Influence of Design Elements on Brand Impressions
In line with past research (Henderson, Giese, & Cote, 2004), separate regression analyses were conducted using the brand personality factors and impression dimensions as the dependent variables and the packaging design elements as predictors. First, all design elements were included in the model by default. The next step added nonlinear relationships using stepwise regression. Finally, tests were conducted to detect interactions among the design elements. Table 4 shows a fictional example of the anticipated results. The findings reveal what design elements wine marketers and design professionals need to consider when their intention is to evoke a specific brand personality characteristic.
TABLE 4. Exemplary Reg