Private label and the impact of copycat packaging strategies

Researchers at the Universidade Católica Portuguesa analysed the impact of copycat packaging strategies on consumers’ product choices, assessing to what extent this type of packaging increases the likelihood of purchase of private labels (PLs).
Results indicate that (1) the higher the level of package similarity, the higher the likelihood that PL products are perceived as being produced by one of the national brands manufacturers, leading to enhanced perceptions of quality of the PL products, and (2) that the higher the level of package similarity the higher the likelihood of consumption of PLs. An article about the research is published in the Journal of Product & Brand Management.
Click here for an abstract of the article.

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