การสื่อสารบุคลิกภาพตราสินค้าผ่านบรรจุภัณฑ์น้ำหอม

Abstract

The purpose of this study is to determine 1) the effectiveness of perfume packaging in representing its brand personality; and 2) its effectiveness in conveying the desired traits. The study was conducted through a quantitative approach in which Gucci Envy Me and Christian Dior J’adore were examined as the subject perfume brand to a sample group of 400 women at the age of 18 years and older in representation of the brands’ target consumers. In conducting the study, the sample group was given a survey to examine pictures of package in isolation and in their presentation through prints advertisements. Through comparative investigation, the findings suggest that Gucci Envy Me’s packaging failed to effectively convey the intended brand personality without its manifestation in print advertisement; whereas Christian Dior J’adore succeeded in conveying the intended brand personality through packaging in both isolation and through print advertisement. In specific case, Gucci Envy Me’s packaging alone conveys – in misrepresentation – its brand personality to be good looking and charming, While its representation in the prints advertisement conveys the intended trait of youth. On the other hand, Christian Dior J’adore’s packaging both in isolation and in print advertisement achieved their intended purpose in alignment to portray brand personality to be glamorous, upper class, feminine, and confident. In this respect, the study shows that Gucci Envy Me’s packaging alone is insufficient to effectively portray its brand personality in entirety; it requires a relevant manifestation in prints advertisement to achieve the effectiveness in conveying the intended brand personality.