Academic Journal
Nonprototypical packaging and strategic implications: When structural design disrupts or delivers.
| Title: | Nonprototypical packaging and strategic implications: When structural design disrupts or delivers. |
|---|---|
| Authors: | Mercurio, Kathryn1 (AUTHOR), Heinze, Timothy2 (AUTHOR), Witt, Christine M.3 (AUTHOR), Chatham, Kristen4 (AUTHOR) |
| Source: | Journal of Brand Strategy. Spring2026, Vol. 14 Issue 4, p381-408. 28p. |
| Subject Terms: | *Consumer behavior, *Branding (Marketing), *Brand loyalty, *Consumer ethics, *Brand name products, Moral relativism, Values (Ethics), Ethical absolutism |
| Abstract: | Ethical consumerism is increasingly central to brand strategy as consumers integrate moral values into their purchasing decisions. This paper examines how two moral orientations — ethical idealism and ethical relativism — shape responses to moral versus amoral food brands. Across three survey‑ and experiment‑based studies, it evaluates how brand morality influences perceptions, purchase intentions and loyalty. Findings show that idealistic consumers strongly prefer brands aligned with universal moral principles, whereas relativistic consumers are more flexible and open to context‑dependent trade‑offs. The paper highlights the need to align brand ethics with consumers' moral beliefs, particularly among highly idealistic segments, and advances understanding of how personal moral frameworks shape reactions to brand ethics. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Brand Strategy is the property of Henry Stewart Publications LLP and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Business Source Index |
| FullText | Text: Availability: 0 |
|---|---|
| Header | DbId: bsx DbLabel: Business Source Index An: 192513736 RelevancyScore: 1470 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 1470.35424804688 |
| IllustrationInfo | |
| Items | – Name: Title Label: Title Group: Ti Data: Nonprototypical packaging and strategic implications: When structural design disrupts or delivers. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Mercurio%2C+Kathryn%22">Mercurio, Kathryn</searchLink><relatesTo>1</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Heinze%2C+Timothy%22">Heinze, Timothy</searchLink><relatesTo>2</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Witt%2C+Christine+M%2E%22">Witt, Christine M.</searchLink><relatesTo>3</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Chatham%2C+Kristen%22">Chatham, Kristen</searchLink><relatesTo>4</relatesTo> (AUTHOR) – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Brand+Strategy%22">Journal of Brand Strategy</searchLink>. Spring2026, Vol. 14 Issue 4, p381-408. 28p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink><br />*<searchLink fieldCode="DE" term="%22Branding+%28Marketing%29%22">Branding (Marketing)</searchLink><br />*<searchLink fieldCode="DE" term="%22Brand+loyalty%22">Brand loyalty</searchLink><br />*<searchLink fieldCode="DE" term="%22Consumer+ethics%22">Consumer ethics</searchLink><br />*<searchLink fieldCode="DE" term="%22Brand+name+products%22">Brand name products</searchLink><br /><searchLink fieldCode="DE" term="%22Moral+relativism%22">Moral relativism</searchLink><br /><searchLink fieldCode="DE" term="%22Values+%28Ethics%29%22">Values (Ethics)</searchLink><br /><searchLink fieldCode="DE" term="%22Ethical+absolutism%22">Ethical absolutism</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Ethical consumerism is increasingly central to brand strategy as consumers integrate moral values into their purchasing decisions. This paper examines how two moral orientations — ethical idealism and ethical relativism — shape responses to moral versus amoral food brands. Across three survey‑ and experiment‑based studies, it evaluates how brand morality influences perceptions, purchase intentions and loyalty. Findings show that idealistic consumers strongly prefer brands aligned with universal moral principles, whereas relativistic consumers are more flexible and open to context‑dependent trade‑offs. The paper highlights the need to align brand ethics with consumers' moral beliefs, particularly among highly idealistic segments, and advances understanding of how personal moral frameworks shape reactions to brand ethics. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Brand Strategy is the property of Henry Stewart Publications LLP and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsx&AN=192513736 |
| RecordInfo | BibRecord: BibEntity: Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 28 StartPage: 381 Subjects: – SubjectFull: Consumer behavior Type: general – SubjectFull: Branding (Marketing) Type: general – SubjectFull: Brand loyalty Type: general – SubjectFull: Consumer ethics Type: general – SubjectFull: Brand name products Type: general – SubjectFull: Moral relativism Type: general – SubjectFull: Values (Ethics) Type: general – SubjectFull: Ethical absolutism Type: general Titles: – TitleFull: Nonprototypical packaging and strategic implications: When structural design disrupts or delivers. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Mercurio, Kathryn – PersonEntity: Name: NameFull: Heinze, Timothy – PersonEntity: Name: NameFull: Witt, Christine M. – PersonEntity: Name: NameFull: Chatham, Kristen IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 03 Text: Spring2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 2045855X Numbering: – Type: volume Value: 14 – Type: issue Value: 4 Titles: – TitleFull: Journal of Brand Strategy Type: main |
| ResultId | 1 |