The impact of tagline on brand image: A consumer ...
83
The impact of tagline on brand image: A consumer experiment with a handmade locally brand Author: Thi Do Supervisor: Pia Polsa Department of Marketing Hanken School of Economics Helsinki 2018
Transcript of The impact of tagline on brand image: A consumer ...
The impact of tagline on brand image: A consumer experiment with a handmade locally brand
Author: Thi Do Supervisor: Pia Polsa
Department of Marketing
Hanken School of Economics
Helsinki
2018
HANKEN SCHOOL OF ECONOMICS
Department of: Marketing
Type of work: Thesis
Author: Thi Do
Date: 31.12.2018
Title of thesis:
The impact of tagline on brand image: A consumer experiment with a handmade
locally brand
Abstract: Purpose: The objective of the research is to assess the contribution of tagline itself to
brand image associations and estimated product price, respectively, as determiners of
brand image and brand value perceived by consumers for handmade and local foods.
Design/methodology/approach: The study collected data in a between-subject
experiment where all the participants’ five sense were engaged. Informants were
divided into a control group and test group. The experiment started with product
investigation, product tasting and ended with in-depth interviews.
Findings: The paper presents two sets of results.
The first set shows that with a handmade locally tagline, brand image associations are
adequately more positive than without a tagline, i.e.: product quality is assumed higher
with such a tagline. The effect of tagline on brand image associations is idiosyncratic,
varying by associations, usage behavior of the panelist. This reveals the role of
consumptionscape, where consumers harness the possibilities and resources towards
their goals. The meaningfulness of a brand and product is determined in the context of
their lifestyle and social interactions.
The second set of results shows that local handmade brand is far more valuable
monetarily (i.e.: consumer’s product price estimation and willingness to pay) than
non-local handmade brand. However, the interplay with social groups will be sought
more strongly when the brand is without a tagline.
Originality/value: This is one of the first studies investigating consumers' perceptions
of brand image and value, using the attributes of being local and handmade in an
emerging market setting. It illuminates the unique impact of handmade locally tagline
on brand while contributes to the conversation on branding for more ecologically and
socially sustainable brand by directing a new attention to consumptionscape. It
suggests that by being close, practical and meaningful to the setting of consumer
consumption, local and handmade brand would get a greater reception in food
system/collectives.
Keywords: handmade, local, brand, tagline, image, value, consumptionscape
CONTENTS
1 Introduction .............................................................................................................. 6
1.1 Research problem .............................................................................................. 7
1.2 Research aim .................................................................................................... 10
1.3 Delimitations .................................................................................................... 10
1.4 Core concepts .................................................................................................. 11
1.5 Structure .......................................................................................................... 12
2 Theoretical framework ........................................................................................... 13
2.1 The nature of taglines ...................................................................................... 13
2.1.1 Definition of tagline .................................................................................. 13
2.1.2 The role of tagline ..................................................................................... 14
2.1.3 Current situation of handmade locally tagline ......................................... 17
2.2 Taglines and brands ......................................................................................... 17
2.2.1 General tagline practices .......................................................................... 17
2.2.2 Interrelation of tagline and brand ............................................................ 19
a. Tagline in packaging ................................................................................. 19
b. Handmade locally tagline and brand .............................................................. 20
2.2.3 An effective tagline for branding .............................................................. 21
2.3 Consumer perceptions ..................................................................................... 23
2.3.1 Brand value ............................................................................................... 26
2.4 Theoretical summary framework .................................................................... 26
3 Methods.................................................................................................................. 29
3.1 Research philosophy ........................................................................................ 29
3.2 Research design ............................................................................................... 29
3.3 Interview .......................................................................................................... 31
3.4 Samples ............................................................................................................ 37
3.5 Practicalities of data collection ........................................................................ 40
3.6 Analysis ............................................................................................................ 41
3.6.1 Coding/Categorisation .............................................................................. 41
3.6.2 Abstraction ............................................................................................... 46
3.6.3 Comparison ............................................................................................... 46
4
3.6.4 Dimensionalization ................................................................................... 47
3.6.5 Integration ................................................................................................ 47
3.6.6 Iteration .................................................................................................... 47
3.6.7 Refutation ................................................................................................. 47
3.7 Trustworthiness of data ................................................................................... 48
4 Empirical findings ................................................................................................... 50
4.1 Brand image ..................................................................................................... 50
4.1.1 Associations related to the packaging ...................................................... 50
4.1.2 Other brand image associations ............................................................... 52
4.2 Brand experience - Consumptionscape ........................................................... 54
4.3 Brand value ...................................................................................................... 57
4.4 Findings summary framework ......................................................................... 59
5 Dicussion and implication ....................................................................................... 61
5.1 Discussion ........................................................................................................ 61
5.1.1 Brand image .............................................................................................. 61
5.1.2 Brand experience and Consumptionscape ............................................... 62
5.1.3 Brand value ............................................................................................... 65
5.1.4 Discussion summary ................................................................................. 65
5.2 Theoretical contributions ................................................................................ 66
5.3 Practical implications ....................................................................................... 67
5.4 Limitations and suggestions for future researches ......................................... 68
6 References .............................................................................................................. 70
7 Appendices ............................................................................................................. 82
7.1 Appendix 1: Article topics ................................................................................ 82
7.2 Appendix 2: Other reasons for price estimation and willingness to pay......... 83
5
TABLES
Table 1 Searches among literature and results, June 2018 ........................................ 8
Table 2 The communication approaches of taglines ................................................ 15
Table 3 Interview questions corresponding to brand image and experience elements ...................................................................................................................... 34
Table 4 Respondent samples .................................................................................... 38
Table 5 Evaluation of trustworthiness, adapted from Wallendorf & Belk (1989) .... 48
Table 6 Associations related to the packaging ......................................................... 50
Table 7 Other brand associations ............................................................................. 52
Table 8 Brand experience - Consumptionscape ....................................................... 54
Table 9 Brand value and willingness to pay .............................................................. 57
Table 10 Average price estimate ................................................................................ 58
Table 11 Packaging associations summary ................................................................. 61
Table 12 Other brand associations summary ............................................................. 62
Table 13 Brand experience – Consumptionscape summary ...................................... 63
Table 14 Other reasons for price estimation and willingness to pay ......................... 83
FIGURES
Figure 1 Goodwood brand and tagline (Gatrell et al. 2018) ........................................ 9
Figure 2 Brand image and value perceived through tagline ...................................... 28
Figure 3 The filtering effect of tagline on brand (adapted from Lundqvist et al., 2013) ...................................................................................................................... 31
Figure 4 Product range (Baba, 2018) ......................................................................... 39
Figure 5 Analysis processes, adapted from Silverman (2005), Spiggle (1994) and Gioia, Corley, and Hamilton (2013) ................................................................................ 41
Figure 6 Categorization, abstraction, and aggregate dimensions ............................. 42
Figure 7 Dimensionalization of Craftmanship ............................................................ 47
Figure 8 Impact of handmade locally tagline on brand image and value .................. 60
6
1 INTRODUCTION
As consumers become more aware of the influence of their consumption on the
ecosystem (Diamantopoulos et al., 2003; Strong, 1996; Shaw & Clark, 1999; Barnett et
al., 2005), more and more consumers direct their choices to local and handmade
products, following the mega-trendy sustainability (Dewulf, Meester & Alvarenga, 2016;
Kotler, 2011; Papaoikonomou et al., 2011; Polsa, 2016; Steingard & Fitzgibbons, 1995).
In an overcrowded marketplace, numerous producers take the locality and product
craftmanship as a core philosophy for their business and marketing communication
(Crowley, 2018; Fatlizard, 2018; Jymy, 2018; K-Supermarket, 2018; Lush, 2018). In
competition, it is essential for brands to define the competitive sets, i.e.: the reference
that consumers use in thinking about where the product fits in the larger context
(Mcdivitt, 2003). The struggle is that everyday consumers are presented with an
increasing amount of commercialization, an overflow and omnipresence of meaningless
market offers (Boyle, 2004). To overcome this meaninglessness, consumers look for
brands that are relevant, original, and genuine: they increasingly search for authenticity
in brands (Arnould & Price, 2000; Beverland, 2005; Brown, Kozinets, & Sherry, 2003).
As a unique tool in the making of a brand’s legacy and evolving image (Kohli et al.,
2007:416), taglines for handmade and local products are highly popular in the context of
grocery retailing. Product taglines make a primary reference point for consumers here
(Mcdivitt, 2003).
Taglines such as “Finnish Organic” (Jymy, 2018), “Brewing Co. Espoo” (Fatlizard, 2018),
“Porokylän Bakery” (K-Supermarket, 2018), “Itsetehtyä, Valmistettu Kangasalla” or
Selfmade in Kangasala (Saarioinen, 2018), Lush’s “Handmade” (Lush, 2018), Brooklyn’s
“The Beer that Brooklyn built” (Crowley, 2018) are devoted to describing how the
product is made by hand and/or locally. In other words, these taglines leverage their
place-based and method-based identity to grow sales and develop a local market and
supplies.
In general, being handmade locally may create a positive element that motivates
shoppers to project a sense of positive feeling or even trust toward the brand. It brings a
certain assumption of product uniqueness and a specific set of skills and experience are
added to the offerings (Capps 2015; Franklin 2015). However, there have been
customers’ views where being handmade locally does not necessarily make a desirable
element for the brand image: some associate this with being overly expensive (Janery,
2015; Lex, 2011; Sellers, 2016; Tigrezno, 2016; Verspagen, 2017) or a “sticker shock” at
7
handmade prices (Janery, 2015). This is due to factors such as materials cost, higher
labour cost than mass production machinery, work experience or resource shortage and
seasonality (Capps, 2015; Ferreira, 2015; Franklin, 2018; Janery, 2015; Sellers, 2016;
Verspagen, 2017). Food hygiene is another possible concern when looking at handmade
products. Overall, how does a ‘handmade locally’ tagline really influence brand
evaluation?
As brand taglines are open for interpretation, they become a subject for discussion, be it
for or against the brand itself (Dowling & Kabanoff, 1996; Warren, 2006:8-10). This
applies to taglines for handmade locally products with the influences on the brand image
and value. In this light, this study aims to address the influences further via a literature
review and consumer experiments in this topic.
1.1 Research problem
Theoretically, much has been written about taglining and branding in general, yet their
relationship to local and handmade products is clearly missing insights. In other words,
little is known about how taglining a brand as handmade and local influences the brand
image.
Tagline and branding researches dated back in the 1980s with Macklin’s (1985) research
on how to create a simple enough tagline. Since then, a plethora of research has been
devoted to designing, changing and optimising taglines to support branding. This include
taglines for local products (local taglines) and handmade products (handmade taglines).
Yet a large amount of research on taglines local subjects has been for place branding
relating to tourism (Foroudi et al., 2016; Fulong, 2000; Strom & Kertein, 2015; Yeoh &
Lam, 2016) rather than for local products (Gatrell et al., 2018; Ranasinghe et al., 2017).
For handmade tagline, research is rare and discuss on other industries such as paper
(Biggs & Messerschmidt, 2005), textile (Keith & Silies, 2015), and raw materials (García-
Rodríguez et al., 2013). The relationships between handmade locally tagline and brand,
however, have been explicitly examined by a very limited number of researchers.
Databases from Hanken Finna which includes but not limited to Emerald, SAGE Premier
2013, Elsevier SD Freedom Collection were used for the searches among literature. The
search terms were created based on the key elements of the topic: brand, tagline, local,
and handmade. Slogan was also included due to the interchangeable use of this term for
tagline among the literature. Different search terms were then combined to implement
the search. Table 1 below details the results of literature coverage for each combination.
8
Table 1 Searches among literature and results, June 2018
Search results Level of literature coverage
Combined search terms tagline slogan
brand 534 3312 high
brand local 277 1962 medium -high
brand handmade 5 27 low
brand handcraft 0 3 extremely low
handmade local 3 47 low
handcraft local 0 11 extremely low
brand handmade local 1 18 extremely low
brand handcraft local 0 2 extremely low
The numbers indicate a clear gap for using the handmade locally tagline in branding.
Among the search results, 22 of the articles were repeated on average 3 times across the
searches with low or extremely low literature coverage. The irrelevance of these articles
is detailed in Appendix 1 with their topics. Duplicated articles also occurred within one
search outcome or across the outcomes, while other articles maybe irrelevant to the topic.
This leaves us with a scarcity of relevant literature and raises a pressing need for more
research for academia.
Among the literature, two relatively relevant studies are Ranasinghe et al. (2017) and
Gatrell et al. (2018).
a. Ranasinghe et al. (2017) study on the applicability of the strategic place brand-
management model for Ceylon Tea. It includes a common idea with this study which
relates to Product-place co-branding at the city level, the attempts to market a
physical product by associating it with a place that is assumed to have attributes
beneficial to the product image. For example, “Swiss watches” to associate the
watches with the characteristics of Swiss people or the country Switzerland:
reliability, meticulousness and perfectionism.
Even though the aim was to articulate purely Sri Lankan origin tea, and exclude mixed-
blend teas, the tagline in this study, “symbol of quality”, does not (Ranasinghe et al.,
2017) reflect the origin or handmade method for the brand, thus it is irrelevant.
Additionally, while the study considers the tagline as a part of the brand articulation for
the local representing product, Ceylon tea, it essentially lacks the consideration of
tagline’s influence on the brand image and value from the customer perspective.
9
Therefore, while it is interesting to see Ranasinghe et al. (2017) findings provide
reassurance on applying strategic place branding models in product-place co-branding,
the relationship between the tagline and brand image from the consumers perspective
was not covered.
b. Gatrell et al. (2018) study has a closer relation to this study due to its higher weight
distributed to the locality and inclusion of taglines for handmade, local brands.
Similarities are observable in the article’s discussion on deploying traditional
production processes (as opposed to the industrial practices of macros), an
emphasize on quality, flavor, and diversity, and produce limited quantities (Gomez-
Corona et al., 2016; Hieronymous, 2015 as in Gatrell et al., 2018). Figure 1 shows one
of the studied brands and its tagline.
Figure 1 Goodwood brand and tagline (Gatrell et al. 2018)
However, the study focuses heavily on authenticity of the brands, including taglines,
from a neo-localism viewpoint and misses the presence of the tagline’s influences on
brand image and value. The handmade method was not explicitly present in the taglines.
Additionally, the focal category of American craft beer as an overheated economic sector
that may be experiencing a bubble (Morris 2015, as in Gatrell et al., 2018) might pose a
distinction that diminishes the transferability of this study.
Having said that, Gatrell et al. (2018) proposes a solid point on how a place, i.e.: a city
name, is also linked to local human-environment interactions, natural resources, and
broader regional contexts (Mittag, 2014; Yool & Comrie,2014 as in Gatrell et al., 2018).
In turn, the article sees this complex as a reason why the deployment of a shared sense
of place or identity may not be sufficient to sustain growth and ensure firm survival. Yet,
this reasoning needs to be further tested as the elements shift.
10
All in all, there is a lack of a reflection of consumer perspective of the locality or
handmade method on brand image, especially when these elements are put into a tagline.
In other words, no previous article has investigated the influence of handmade locally
taglines on brand image and value. This scarcity and irrelevance urge for more discovery
into consumer perspectives of taglines for handmade locally brand. From here,
knowledge would be created to assist in actions from brand managers and future studies.
The study aims to contribute to taglining and handmade locally product branding
research and practice by investigating the influence of handmade locally taglines on
brand image and value.
1.2 Research aim
Since brand image is made up of numerous brand associations in the consumer’s mind,
the study endeavours to explore these associations. The associations can come from
brand packaging and other sources, i.e.: product, experience, price. The main focus is to
extend the current knowledge on tagline in branding by examining existing literature
and contributing a new discussion and evidences. In turn, this may assist the actions of
local and handmade brand owner. This thesis aims to answer two research questions
(RQ) as following:
RQ1: How does a handmade locally tagline influence the brand image?
RQ2: Are consumers willing to pay more for a product with a handmade locally tagline?
1.3 Delimitations
The focus of the study will be directed to food products in the relation with handmade
locally taglines. Therefore, this excludes: i. Other product categories when such taglines
are neither valid nor imply the similar values in consumer minds. These could be
products from other industries. ii. Other types of taglines where place-based identity is
absent; or the fact of a product being handmade is not explicit in the tagline.
As for level of locality, a city level is used for this study. Due to the scope of this study,
levels such as country or culture would be challenging to grasp due to a higher amount
of time and resources required, i.e.: for travelling between/among countries, or cultural
expertise required to measure the influences. Therefore, references for this study would
not include, for example, studies that test how the country of origin affects brand or
product perceptions and brand image (Balabanis & Diamantopoulos, 2008; Basfirinci,
11
2013; Katsumata & Song, 2016; Prendergast et al., 2010; Rios et al., 2014; Thanasuta et
al., 2009; Zhang & Merunka, 2015 as discussed in Ranasinghe et al., 2017)
For brand value, this study focuses on consumer perception of price and willingness to
pay as a value indicator. It is viewed as a variable to be explained rather than a priori
constraint (Zafirovski, 2000). This helps keep the scale of this research while at the same
time, reveal the links between price and other value elements. The relationship between
price category and willingness to pay is not the main study focus but employed as a
reference point to understand brand value perception of consumers.
1.4 Core concepts
A tagline is a slogan, clarifier, mantra, company statement, or guiding principle that
describes, synopsizes, or helps create an interest (Kohli et al., 2007, p. 416; Mitchell et
al., 2007; Traverso as quoted in Wheeler 2017, p.29).
A brand is a name, term, sign, symbol, or design or a combination of them, intended to
identify the goods and services of one seller or seller group and to differentiate them from
others (Kotler & Keller, 2008).
A handmade locally tagline expresses a manual craftmanship and an origin or place-
based identity of a product.
Brand image is a mental picture of a brand in consumer mind, made up of numerous
brand associations and memories (Rindell & Iglesias 2014). These can come from
packaging or other sources, i.e.: product, experience, price.
Brand value is a vast topic, within which, price has been a proxy and a main driver
(Sheth et al., 1991). Consumer choice is driven by price due to its reflection on how they
value a product or brand. Therefore, as stated in the Delimitation section, this study
focuses on price as a brand value indicator, a variable to be explained.
Sustainability means “development that meets the needs of the present without
compromising the ability of future generations to meet their own needs.” (World
Commission on Environment and Development, 1987, p. 8). In this study, environmental
and social sustainability are the key focus.
12
1.5 Structure
This thesis is divided into five chapters starting from becoming acquaintance with the
key literature elements and gap, mapping out the theoretical framework to experiment
design and outcomes. The chapters follow a logical sequential flow. The first chapter
opens up by describing the broad context, core research matters and set the stage for the
problems to show. These are then linked to the research aims and shape the research
questions that start the search for the answers.
Chapter two provides a knowledge basis by combining relevance ideas in literature into
a narrative of past work for the sake of understanding. In turn, sub-chapters 2.2 and 2.3
seek evidences to design an empirical study in the following chapter three, especially sub-
chapters from 3.1 to 3.4. A theoretical framework summarizes the key concepts relevant
to the study and shows how the literature supports the research design.
The third chapter details how the findings in literature support the research design (sub-
chapters 3.1 to 3.4) and the practicality and fashion in which the empirical study was
carried out (sub-chapters 3.4 to 3.7). This covers the data collection methods and
analysis techniques used to make sense of the raw data.
Chapter four entails findings on brand image, brand experience – consumptionscape and
brand value via sub-chapters 4.1, 4.2 and 4.3, respectively. At the end of this chapter, a
summary of findings presents the most significant effects of the handmade locally tagline
while illuminates elements from the literature that were agreed by this research
outcomes.
By the end, chapter five of discussions present the rationale harvested from the study
results (sub-chapter 5.1), the contributions to academia (sub-chapter 5.2) and practice
(sub-chapter 5.3). The chapter closes up by informing and inviting new researches to join
in this new research avenue (sub-chapter 5.4).
13
2 THEORETICAL FRAMEWORK
A product being handmade locally may fascinate people and can be thought to contribute
to a positive image about a brand. When studying the elements of a brand, tagline or
slogan is not a new concept, with its first study in 1980s by Macklin’s (1985). Much has
been written about the power of taglines in branding, yet the literature offers little insight
to the effects of handmade locally taglines on brands.
The content of this chapter starts by defining tagline, its nature in theory and practice.
The chapter then continues by describing the interrelation of tagline and brand,
particularly for handmade locally tagline and brand, and what makes an effective tagline
in this regard. At the end, the focus shifts to consumer expectations from tagline and
their constructs of brand value, before the chapter closes up with a theoretical framework
summarizing the most central ideas.
2.1 The nature of taglines
In this section, the basis of research is introduced from the definition of tagline, the role
of tagline to the current situation of handmade locally tagline.
2.1.1 Definition of tagline
A tagline is a slogan, clarifier, mantra, company statement, or guiding principle that
describes, synopsizes, or helps create an interest (Kohli et al., 2007, p.416; Mitchell et
al., 2007; Traverso as quoted in Wheeler 2017, p.29). Verbally, a tagline is short
statement linked with the brand name (Dowling & Kabanoff, 1996, p.64; Slade-Brooking,
2016) and logo (Miletsky & Smith, 2009). The length of a tagline is often between three
and five words (Dowling & Kabanoff, 1996, p.64).
Alongside the brand icon or logo, it is one of the most memorable elements – also known
as a strapline or slogan. The word ‘slogan’ comes from the Gaelic sluagh-ghairm, the war
cry of Scottish clans (Aboulian & McBride, 2007:359; Kohli, Leuthesser & Suri,
2007:415; Wheeler, 2017). A tagline is frequently made up of few words, repeated in
promotional media including online branding (Allagui & Breslow, 2016) to reinforce a
brand’s unique qualities in the minds of the public. (Dowling & Kabanoff, 1996, p.64;
Slade-Brooking 2016) Deceptively simple, taglines are not chosen by random. They are
the product of intensive strategies and creative processes to make a company stand out.
(Macklin, 1985, p.32-34; Wheeler, 2017)
14
Despite the often interchangeable use of the two terms, tagline and slogan are not
absolutely the same. A tagline is a part of a company signature that stays with the
company all the time. It only changes with a total redefining of the company. In many
cases the tagline becomes so well known that it is instantly identifiable (Miletsky &
Smith, 2009; Wong, 2012), i.e.: Disneyland’s “The happiest place on Earth” (Wong,
2012).Differently, slogans are often used only for a certain product or campaign. This
means slogans are intended to be less long-lasting than taglines. A slogan may be
refreshed regularly, while a company tagline remains consistent for a company as a
whole. Some marketers mention slogans as product taglines, as opposed to company
taglines. Yet both tagline and slogan are a short, powerful phrase about the business
(Wong, 2012). Due to this interchangeable use of two terms, this study will include both
of them for a broader understanding from the literature.
2.1.2 The role of tagline
Taglines send a brief claim about the brand promise, essence (Miletsky & Smith, 2009;
Wheeler, 2017), positioning (Lautenslager, 2014; Slade-Brooking, 2016), personality and
distinguishes the company from its competitors (Dowling & Kabanoff, 1996, p.63;
Wheeler, 2017). It highlights unique elements of a product or promises the brand wishes
to make to the consumer (Slade-Brooking, 2016). A tagline can add values (Kladou et al.,
2016; Nonprofit Communications Report, 2016; Woo & Lee, 2007). It may take the
product to some high ground (Sullivan, 2016) and build an emotional link with
consumers (Hall, 2004 as discussed in Ranasinghe et al., 2017).
Thereby, a tagline could make the brand relevant to customers by exposing the brand
value, identity and personality. Taglines are usually memorable and help tie together the
components of a brand (Lautenslager, 2014). It needs to say a lot with a little (ibid) and
fits into ten different communication approaches: descriptive, superlative, links to the
logo, imperative, provocative, specific, purpose driven, make a promise, rent the image
of a region, and points out the risk of not using the brand (Dowling & Kabanoff, 1996:65;
Keohane, 2014; Miletsky & Smith, 2009; Slade-Brooking, 2016; Wheeler, 2017).
As seen in Table 2 below, a tagline could be implicit, explicit, polysemous (having more
than one meaning), humorous, generic or somewhere in between (Dowling & Kabanoff,
1996, p.65). Either way, each tagline is open for interpretation and effective that way.
This serves to the role and purpose of taglines as becoming a subject for discussion, be it
for or against the tagline itself (Dowling & Kabanoff, 1996; Warren, 2006, p.8-10).
15
Table 2 The communication approaches of taglines
Tagline types
Implicit Explicit Polysemous Humorous Generic
Co
mm
un
ica
tio
n a
pp
roa
ches
Descriptive
Describes the product service or promise
(Miletsky and Smith, 2009; Slade-Brooking, 2016;
Wheeler, 2017)
Lush’s ”Fresh
handmade
cosmetics”
Innocent’s
“Nothing but
fruit”
TED’s “Ideas
worth
spreading.”
Superlative - A comparative approach
Defines the market position as top of its category or
best in class.
(Dowling & Kabanoff, 1996, p.65; Slade-Brooking,
2016; Wheeler, 2017)
BMW’s “The
ultimate
driving
machine”
Bubweiser’s
“King of
beers”
Links to the logo or brand name
(Dowling & Kabanoff, 1996:65; Miletsky & Smith,
2009; Theocharous, 2015)
Allstate’s
“You’re in
Good Hands
with Allstate”
Pilgrims
Choice’s
“Good Choice
Pilgrim”
Imperative
A command or direction for action, can starts with a
verb.
(Dowling & Kabanoff, 1996, p.65; Miletsky & Smith,
2009; Slade-Brooking, 2016; Wheeler, 2017)
American
Express’ ”
Don’t Leave
Home
Without It.”
Coca Cola’s
“Open
happiness”
Adidas’ ”Never
Follow.”
16
Provocative
A thought-provoking question, or irony.
(Ille, 2009; Slade-Brooking, 2016; Wheeler, 2017)
Microsoft’s
“Where are
you going
today?”
Dairy
Council’s “Got
Milk?”
Yahoo’s ” Do
you Yahoo!?”
Legend’s
“What is the
world going to
be if we stop
dreaming?”
Specific
Defines the brand’s product, or category.
(Dowling & Kabanoff, 1996, p.65; Slade-Brooking,
2016; Wheeler, 2017)
eBay’s
“Happy
Hunting”
DeBeers’ “A
diamond Is
forever”
Skittles’
“Taste the
rainbow”
Purpose driven
Related to society’s concerns, these taglines mean
what they do can be far-reaching and important.
(Dowling & Kabanoff, 1996, p.65; Keohane, 2014;
Kotler & Pfoertsh, 2007)
Siemens’
“Committed
to the
future”
EY’s “Building
a better
working
world.
Lenovo’s
“New World,
New
Thinking”
Make a promise
(Dowling & Kabanoff, 1996:65)
Lexus’
“Without
compromise”
The Sum’s ”
We’re good.
Just ask our
moms.”
Rent the image of a region
(Dowling & Kabanoff, 1996, p.65)
Rolex’s “Of
Geneva”
Brooklyn’s ”The
Beer that
Brooklyn built”
Points out the risk of not using the brand
(Miletsky & Smith, 2009)
Ireland’s 2008
“Can You
Afford Not To
Go?”
Onida’s ”
Neighbor’s
Envy.
Owner’s
Pride.”
17
2.1.3 Current situation of handmade locally tagline
A local tagline creates a distinct place-based identity for a brand. It rents the image of a
region (Dowling & Kabanoff, 1996, p.65) and implies the brand’s involvement in local
grassroots resources and activities. Diversely, it communicates a vision that may or may
not be shared by the audience who associate the tagline with the specific product. Brand
value wise, it is one of the creative assets, a brand identity element (Wheeler, 2017).
Most often the big idea becomes the tagline (Dowling & Kabanoff, 1996; Wheeler, 2017).
Currently, sustainability including consumptional, environmental and social issues
(Dowling & Kabanoff, 1996; Baltador, 2015; Devine-Wright, 2013; Perey, 2014; Polsa,
2016; Seht, 2001) are one of the key considerations for consumers and have therefore
become a driver for many brands. For example, IBM, who have rearticulated their
marketing to address this, highlighting their green credentials with the strapline ‘A
smarter planet’ – a simple but motivating idea (Wheeler, 2017).
The similar goes for handmade locally tagline. It may come from the business philosophy
of being local and supporting locals. To that end, firms, brands, and product lines that
explicitly combine place with themes of sustainability and region may be more likely to
survive (Gatrell et al., 2018). As handmade products may get more personal attention
and care during crafting, they can last longer and thus, become more sustainable via
minimising waste (García-Rodríguez et al., 2013). General speaking, a handmade locally
tagline implies that the brand takes sustainability (Biggs & Messerschmidt, 2005;
García-Rodríguez et al., 2013; Keith & Silies, 2015) as one of its core values.
2.2 Taglines and brands
Brand-building should involve all the company assets to create unique entities that
certain consumers really want. These entities are desired to have a lasting personality,
unique and have a competitive advantage in at least one area of marketing (King, 2003
as discussed in Balmer & Greyser, 2003). The relationship between taglines and brands
are discussed in this section, which examines general tagline practices, the interrelation
of a handmade locally tagline and brand, as well as tactics to make a tagline affective.
2.2.1 General tagline practices
Some authors see taglines as completely optional additions to the brand expression
(Smith, 2009 in Miletsky & Smith, 2009) yet argued that it is the case unless a tagline
18
becomes such an iconic part of the brand that it serves as a shortcut for consumers to
identify the brand directly, i.e.: Nike’s “Just Do It”. In some remarks, taglines are
critically considered as taking up space (Trout, 2008, p.47-48) and not adding any value
to the company (Warren, 2006, p.8-10). In advertising, Xie, Madrigal and Boush (2015)
see taglines as a part of deceptive advertisement and allocate great weight to it in the
study. Authors have accused taglines of being overrated and unmemorable, thus
irrelevant in many cases (Dowling & Kabanoff, 1996, p.64; Warren, 2006, p.8-10).
Yet taglines keep up with popularity in not only business but also social context (Cole &
Fieselman, 2013; Diamond et al., 2009; Quinn et al., 2007), i.e.: anti-drug advertising
(Terry-Mcelrath et al., 2011), education (Salem Khalifa, 2009), religion (Einstein, 2011),
healthcare (Hatfield et al., 2017; Struthers & Wang, 2016), and cultural studies (Lazar,
2009). Examples can be observed via the use of taglines for drug prevention campaigns
where taglines with tested cultural saliency and persuasiveness were fused into visual
projections and posters against drug use (Diamond et al., 2009); in media production,
i.e.: Black Hawk Down film’s “Leave No Man Behind” (Samet, 2005); or campaign to
promote physical activity to children (Huhman et al., 2008). The significance of taglines
has been written about across brands from different cultures: USA and Korea (Woo and
Lee, 2007), India (Harish, 2010), Nepal (Biggs & Messerschmidt, 2005); brand
positions: national and private (Kladou et al., 2016; Liu et al., 2018), company ranking:
countries’ top 100 (Woo & Lee, 2007) and so on. In Finland, the number of registered
taglines is substantially higher in the past decades (Iskulauserekisteri, 2018).
In practice, taglines often include the terms that imply a brand’s superior attributes, such
as being outperforming, the best, the leader. Adslogan (2001) study identifies the most
commonly used terms: you, your, we, world, new, more, good, better and best. However,
Hampf and Lindberg-Repo (2011, p.5) advise against using such comparative terms for
differentiation as “first”, “best” and “the most beautiful” are not appealing to consumers
anymore.
As a matter of fact, the more original a tagline is, the more likely it becomes successful
(Lundqvist et al., 2013) in the market competition (Cone, 2008, p.142). When integrated
into the brand design and communication (Hampt & Lindberg-Repo, 2011, p.15),
taglines can bridge between “a brand’s legacy and its evolving image” (Kohli et al., 2007,
p.416). This is done via integrating the tagline in product design and marketing
communication to express the brand essence and what makes the legacy to the audience
(ibid).
19
2.2.2 Interrelation of tagline and brand
A successful brand identity is made up of a series of interlinked elements that all aim to
communicate brand values (Slade-Brooking, 2016). Thus, it is worth seeing a brand for
its details and how they team up to propose a brand impression in consumer mind.
a. Tagline in packaging
Packaging is a part of brand image. Among other packaging elements, a tagline is a
medium for brand communication. It is expected that perceived quality may change with
branding (Moskowitz, Krieger & Barash, 1997; Silva, Bioto, Efraim & Queiroz, 2017).
Next to the brand name, the tagline is one of the multiple extrinsic cues used as indicators
of quality (Sharma & Garg, 2016). Therefore, it is a part of the packaging context that
incorporates colour, logo, text and image that allocated onto the packaging container and
label (Favier, Celhay & Pantin-Sohier, 2019). Tangible cues exhibiting quality, i.e.:
packaging material, labelling, brand statement (Silva et al., 2017) require profound
attention (Beneke, Flynn, Greig, & Mukaiwa, 2013).
Otterbring, Shams, Wästlund & Gustafsson (2013) recommend that for a package to get
the most attention, texts should be on the left-hand side of a package, while pictures
should be on the right-hand side. To create brand excitement, Bajaj & Bond (2018)
suggest an asymmetry in visual brand elements that include the tagline. The degree of
elaborateness is proved significant on brand perception, with simplicity being associated
with modernity, reliability, authenticity, success and sobriety (Favier et al, 2019).
Overall, the package design can be up to the brand designer. Yet its effectiveness depends
on how consumers make sense out of the whole packaging and thus, has a strong impact
on the point-of-purchase decision (ibid).
Particularly, in the case of food products, packaging design influences taste evaluation
(van Rompay, Deterink & Fenko 2016). Decontamination during packaging gives a sense
of cleanliness and reliability to consumers (Demirci & Ngadi, 2012). Given that risk plays
an important part in the consumer decision process (Beneke et al., 2013), this makes a
hygiene factor that brings safety to consumers to assess other brand elements, i.e.:
tagline. Dewulf et al. (2016) discuss a significant role of renewable energy and products
in the market today; which applies to packaging material. It is preferred that a brand
have its sustainability assessment methods for all brand elements (ibid).
20
b. Handmade locally tagline and brand
The same goes for handmade locally brands, a tagline is a part of the brand’s top-level
identification, the structured relationship between a logo, brand name, and tagline
(Wheeler, 2017). To an extent, a good tagline is a natural by-product of a focused
business model (Lautenslager, 2014; Siegel, 2013). This means it helps customers
understand, i.e.: the work put into the production and how the quality is created. When
consumer prefers a product being handmade, a handmade locally tagline may mean a
sense of comfort and simplicity that Edwards and Day (2005) see as essential qualities
for creating a brand. Authors also relate these qualities to brand authenticity, integrity
and timelessness (Edwards & Day, 2005).
The handmade locally tagline belongs to the Descriptive type (where the tagline describes
the product, service or promise) and Rent the image of a region type (where a place name
is included in the tagline). It is a communication approach. It explains plainly to
customers the origin and crafting method of the products in a non-comparative way, as
observed in Table 2. Jain et al. (2000) suggest that ads containing noncomparative
statements, such as a description of handmade locally products, are more believable than
comparative ads. This matches Hampf and Lindberg-Repo’s (2011, p.5) suggestion
against using comparative terms (such as better, outperform, best, ultimate) for taglines.
Morhart et al. (2015) detail the idea further via a systematic scale for measuring
perceived brand authenticity (PBA) which involves four dimensions: credibility,
integrity, symbolism, and continuity which are reliable across different brands and
cultural contexts. Non-comparative claim such as the handmade locally tagline
moderates the consumers’ level of marketing scepticism and hence boosts authenticity
of a brand. In other words, it brings the brand up in the sincerity dimension of brand
personality (Aaker, 1997), which incorporates traits such as being honest and sincere.
Furthermore, a handmade locally tagline conveys a degree of humanisation and
personification of a brand and captures the extent to which consumers can imagine the
brand as a person (Aaker & Fournier, 1995). This agrees with the anthropomorphism,
the attributing of human or human-like characteristics to non-human entities, which
Triantos, Plakoyiannaki, Outra, & Petridis (2016) found popular in the packaging of
grocery brands. Such tagline can inspire a sense of community connection, and is easy to
talk about, whether you are the CEO, an employee, or a customer (Wheeler, 2017). The
fact that a brand is local and handmade could in fact inspire emotion and story, which is
highly relevant as marketing is a discipline that is a lot about senses and feeling (Gabriel
21
& Lang, 1995; Lautenslager, 2014). As a form of storytelling, a handmade locally tagline
could alter a brand value in customer perception (Lundqvist et al., 2013). Such a tagline
is also specific, which is a quality Lautenslager (2014) sees as desirable. At the same time,
a handmade locally tagline can be as Lautenslager (2014) recommended: functional,
communicating a competitive advantage and true.
In terms of brand value, on one hand, a product being taglined as handmade can be seen
as more valuable, precise and resource intensive than being not handmade. It may also
mean that the product may illuminate the local potential of nature, labor, and native
spirit in the brand.
On the other hand, if someone does not appreciate a product being handmade, the
“handmade” taglining would mean a lessening of brand evaluation. This could be
reasoned by, for example, a less consistent product outcomes, a sense of hurry when
making the product, excessive flexibility in craftsmanship that may lead to defects, or
the production being more resource-intensive than non-handmade items. The same
subjective evaluation applies to a product being made in a certain place, i.e.: Helsinki.
The perception depends greatly on individual views and values on the place. Due to this
variance in preferences, it could become difficult for brand manager to see clearly
whether collectively, the ‘handmade locally’ is a favourable choice to attach to the brand.
Literature in this topic is very limited and more insights are desirable.
2.2.3 An effective tagline for branding
The best brands speak with one distinctive voice (Wheeler, 2017) where the tagline
makes a key message. A tagline should not be general or abstract (Mittal, 2002) but tell
an emotional and sensory story (Lautenslager, 2014). Lundqvist et al. (2013) proved a
filtering effect of storytelling to customers’ perception and evaluation of a brand, where
a brand with a story is more favourable and valuable to consumers. Thus, as a part of
branding, the tagline is suggested to be unique as uniqueness is an important factor in
authenticity (Kovacs et al. 2014).
Visually, Mantonakis (2012) suggests a brief pause between a tagline and brand to
increase brand name recognition and preference. It is about creating a temporal delay,
or pause, between meaningful cues in the sentence and a key word. This is another way
to enhance recognition of brand names that is not due to a pure generation effect but
rather by increasing attention, which increases processing fluency of the audience.
22
Timewise, authors have mixed opinions on how often taglines are changed, i.e.: “unless
you happen to land on one that becomes such an iconic part of the brand that it serves
as a shortcut for consumers to identify what the brand stands for” (Miletsky & Smith,
2009). Sullivan (2016) gave an example of KitKat’s “Have a break, have a KitKat” as an
old-timer which has been around since 1958 yet remains affective today.
Contrarily, Lautenslager (2014) advises to have taglines evolve with the company’s
marketing. In other words, taglines are to be changed slightly more frequently to keep
pace with changing times, market environments, and core competencies to maintain a
fresh, young feeling about the brand. (Miletsky & Smith, 2009). Indeed, time is another
element that makes the value contribution change. Negrin (2015) informs an example on
the shift in consumer preference: whereas in the past, superior social status was often
indicated through brazen dress, now a ‘humbler’ style is preferred in an era marked by
financial, political and environmental issues.
Accordingly, brand managers are expected to recognize locational and cultural
differences when using taglining and branding in unique market conditions (Allio &
Allio, 2002; Şahin & Kalyoncuoğlu, 2014; Vignali, 2001). They are suggested to adjust to
local market (Johansson & Thelander, 2009) and invent in marketing to solve
environmental issues (Kotler 2011). It is thus desirable for managers to combine both
consumer culture and identity and organisational resources in their activities (Forno &
Graziano, 2014; Johansson & Thelander, 2009).
The relationship between a brand and its effective tagline has the power to reach out to
the brand’s consumers. For example, a handmade locally tagline is able to open a
conversation between a brand and the customer. It makes a specific comfortable setting
for the consumptionscape of the brand. Consumptionscape (Venkatraman & Nelson,
2008) is how and where the “possibilities and resources are harnessed by consumers
towards their goals” (Arnould & Price, 1993; Aubert-Gamet, 1997; Ger & Belk, 1996;
Schmitt, 2003; Venkatraman & Nelson, 2008 as discussed in Pizam & Tasci, 2018). For
instance, by seeing “Handmade in Helsinki”, the customers, especially those who live in
this city, can get engaged with certain interest and curiosity on the whereabouts and the
people of the product making. This is because consumers responses are decided by “the
holistic configuration of all stimuli in the environment” (Bitner, 1992; Bell et al., 1978;
Carmer & Rouzer, 1974; Holahan, 1982; Ittelson et al., 1974; & Schiffman, 2001 as
discussed in Pizam & Tasci, 2018) including the tagline, and the city name is highly
potential to be a topic of interest, a conversation starter. With time, this may create a
23
pattern of social interaction and relation on the platform of the brand, a
consumptionscape (Pizam & Tasci, 2018). There are both deep-seated norms and current
affairs being shared by the brand and its audience on this platform. Thereby, the tagline
itself illuminates the brands’ communications strategy which naturalizes and reinforces
a particular market friendliness (Porter, 2016).
Having said that, it is important to note that if a brand is aimed to be meaningful, the
brand manager is to see that brand authenticity is ultimately not about facts, i.e.: from
company’s statements including the tagline, but consumers interpretations of them
(Kovacs et al., 2014). In other words, an effective tagline alone is not enough for building
a positive brand image and value. It is but a piece of information that consumers
interpret while seeking to confirm their beliefs (Cowan & Spielmann, 2018). Branding is
a challenge that demand relevance and meaningfulness from the brand behaviour and
program (Lefebvre, 2011).
2.3 Consumer perceptions
This section brings out the perceptions that consumers have on taglines including the
studied local handmade tagline. These are linked to their construction of brand image,
value and elements surrounding these topics.
A tagline is desired by consumers to be genuine, tell a true story and an attention getter.
A tagline that appeals to the local would get the brand noticed, remembered, and talked
about. (Lautenslager, 2014) As a part of perceived brand authenticity, a tagline is
desirable when it offers an emotional brand attachment and word-of-mouth for
consumers and people in their network. In other words, a tagline is expected to be a
relevant part in consumers’ personally meaningful experiences, roles, and identities.
This is how taglines help brands become meaningful in consumer’s consumptionscape
(Venkatraman & Nelson, 2008). Thus, a tagline is able to motivate brand choice
likelihood through self-congruence for consumers, especially those with high self-
authenticity (Mohart et al., 2015).
Consumers expect to find the tagline close to the brand or company name in an easy to
notice and remember manner (Dowling & Kabanoff, 1996, p.64). It has to be in clear font
and takes a central location in product packaging or ads (Fuertes-Olivera et al., 2001,
p.1297), i.e.: in the headline by the brand name (Dowling & Kabanoff, 1996, p.64).
Essentially, it should be neither too long, common nor complicated in order to keep the
audience interest (Lautenslager, 2014; Mitchell et al., 2007). When a brand is displayed
24
outside, the ad and tagline can be “outrageous” to create enough attention that gets
talked about (Sullivan, 2016). Visibility and memorability of the tagline helps emphasize
the brand outdoor.
In the long run, customers expect the tagline to be a part of the whole branding package.
It is advised to think about branding as more than just labelling or advertising. Meade &
Robles (2017) demonstrate by showing how Australian corporations use practices of
campaigning including tagline use and exemplifying to build a common identity with
citizens and synchronize their interests. Building a good relationship requires time,
authenticity, and consistency in words and actions over time. (Wheeler, 2017; Mcdivitt,
2003; Slade-Brooking, 2016). Consumers expect the tagline to contain honesty (Boyle,
2004). This is to build brand credibility and trustworthiness in consumers’ perceptions
on a brand’s willingness to honour its promises (Erdem & Swait, 2004). This also implies
to consumers a certain level of commitment to the tagline of the company employees
(Kapferer, 2008). (Mohart et al., 2015)
On a psychological aspect, it is not a new idea that consumers count on brands including
their taglines to express themselves, self-enhance, or self-verify (Aaker, 1999). Authors
agree that these needs drive individuals in their preferences for goods and how they
obtain them (ibid; Ferreira & Scaraboto, 2016; Fox, 2018; Mohart et al., 2015). It is not
a coincidence that all the ads in the consumer study was designed with the same tagline
“Confident Self, Confident Choice” (Gao et al., 2013), to speak to consumer self-identity.
Indeed, modern-day brands are more than just cultural designs, they support consumers
to develop their identity (Holt, 2002). Ferreira & Scaraboto (2016) study on plastic shoes
consumers demonstrate an object-consumer relation where individuals relate to
consumption objects as a way to develop, reinforce, transform, or align their individual
identities.
In terms of value creation, consumers expect to use the brand and its elements, including
the tagline, as resources to create meaningful experiences that suit their life and culture,
thus forming a consumptionscape (Pizam & Tasci, 2018; Venkatraman & Nelson, 2008,
p. 1010). This means the local handmade brand image and value will be put into the
context of consumers’ life processes and viewed in both everyday setting and special
occasion, if deemed fit. Li & Bernoff (2011, p. 78) articulate:
“Your brand is whatever your customers say it is.” (Li & Bernoff, 2011, p. 78)
25
In the era of mega-trendy sustainability (Polsa, 2016), consumer attention is argued to
be driven by an attention to a collective consumption of more ecological products
(Diamantopoulos et al., 2003; Gabriel &Lang, 2005; Strong, 1996; Shaw & Clark, 1999;
Barnett et al., 2005), i.e.: the local handmade ones. Handmade products are perceived
as more natural than machine-made ones, due to the perceived human contact (Abouab
& Gomez, 2015). Handmade products are often preferred by consumers over more
processed products (Fuchs, Schreier, & Van Osselaer, 2015). This is due to the perception
that food processing is detrimental to naturalness (Bredahl, 1999 & Rozin, 2005 as
discussed in Abouab & Gomez, 2015). Certain handmade product industries are
associated with social, natural and economic sustainability (Biggs & Messerschmidt,
2005).
In terms of the local element, many consumers prefer to buy local (Hacioğlu et al., 2016).
The Stanton, Wiley & Wirth (2012) quantitative survey of 1,218 residents in the U. S.
confirms the existence of "locavores", a section of a population that buys locally grown
produces. The authors even found that the attribute "local" was explicitly more impactful
in changing product preference than "organic" (Stanton et al., 2012). In Finland, local
products are cherished by members of food collectives, whose practices challenge the
dominance of markets as they take the product distribution from farms directly to the
consumers without a conventional food system in the middle (Kallio, 2018; Nousiainen
et al. 2009). Thus, these locavores would appreciate the information when a tagline
signals the product locality.
On a system level, Forno & Graziano (2014) and Kallio (2018) see the consumer
preference for local products as an ‘alternative’ form of consumption as means to re-
embed the economic system within social exchanges, starting from the local level. These
localized food systems are a way of promoting economic and social benefits to
communities (Nousiainen et al. 2009). They are presented as socially sustainable due to
benefit the local economy (Feenstra, 1997), and provide prospects to accomplish greater
rural sustainability (Tovey, 2002). Forno & Graziano (2014) describe Sustainable
Community Movement as relating to social movements and political consumerism. Via
the product adoption, consumer identities are shaped and feedback into consumer
culture (Ferreira & Scaraboto, 2016; Forno & Graziano, 2014).
“If anyone can build a brand, it is the customer. Marketers cannot do that. They can only create favourable conditions for
a brand image to develop in customers’ minds.” (Grönroos, 2007, p. 329)
26
2.3.1 Brand value
Establishing a value perception is critical in the buying process (Beneke et al., 2013).
Simple wording in a tagline helps in this establishment by implying the values of a
product, i.e.: created local with a specific handmade method. Consumers would either
consciously or subconsciously assign a value to the product during encounter and
investigation. In other words, they have a certain price estimation for the product at
hand. The estimation may be as quick and happen at first sight but sophisticated. Khan
& Mohsin (2017) charted the overall product value formation into the elements of
functional value (price and quality), social value, conditional value, epistemic value, and
emotional value and environmental value when studying the consumer choice behaviors.
Stanton et al. (2012) find three segments of consumers: those that most valued (1)
quality, (2) price, and (3) health and/or life style traits such as being local and organic.
These agree with this paper’s speculation on the chief but little discussed role of
consumptionscape, where product value is given different forms and levels when
translated by consumers into their context.
Among the vastness of the value topic, price has been the main driver of consumer choice
(Sheth et al., 1991). Overall price changes were found to have more effect on intention to
purchase than brand logos and labels (Hoek, Pearson, James, Lawrence & Friel, 2017).
Therefore, as stated in the Delimitation section, this study focuses on price and
willingness to pay as an example for value indicator of products and brand.
Commonly, it is expected that if the retail price is higher than consumer’s own price
estimation, the purchasing of these products is hindered. In other words, the price
category in which consumers located the product reflects how the perceived product
value was constructed (Munnukka & Järvi, 2012). However, the Araque-Padilla,
Montero-Simó, Rivera-Torres & Aragón-Gutiérrez (2015) study shows that while a price
discount could be desirable, pricing’s effects could be decreased by acting on other
aspects such as ethics, quality and healthiness around a brand. Research effort has been
put to find how flexible could a price range be for ecological products. Among the
examples, Kotler (2003) finds that 42% of shoppers are ready to pay premium price for
green products. Yet, Peattie & Charter (2003) debate that it is generally difficult to
separate green products from others, since every shopper prioritises different attributes
of a green product. Therefore, it remains to be seen if the existing arguments would hold
for consumer perceptions of handmade locally products in an emerging market setting.
27
Regarding product locality, the Stanton et al. (2012) study finds a large variance between
locavores and non-locavores on price sensitivity. Yet, Barber, Bishop & Goodman (2012)
caution marketing from potential price changes when assessing the environmentally
friendly consumer group. All in all, literature calls for more evidence on the consumer’s
perception of price as an illuminator of brand value for sustainable products. This study
hopefully will add in the discussion along this line.
2.4 Theoretical summary framework
Due to the role of the tagline in branding, the research design takes into account its
filtering effect to customers’ perception and evaluation with reference to Lundqvist et al.
(2013) findings. The theoretical framework is depicted in Figure 2 on the next page.
As observed, the backbone of this figure demonstrates the influences of a local handmade
tagline on the brand image and value. It starts with the filtering effect of the tagline on
consumer perception after seeing the packaging. Along the line, numerous associations
become the moving parts within brand image. The role of consumptionscape (Pizam &
Tasci, 2018; Venkatraman & Nelson, 2008) that gives relevance and meaning to both the
consumers and the brand is also depicted.
Following the figure flow, brand image determines brand value after consumers have had
brand experience in consumptionscape. It is worth keeping in mind that brand value and
brand image may interplay. For example, a positive brand image may directly determine
the brand value and vice versa.
In foresight, the knowledge from this chapter informs the design and production of the
empirical study. From the major blocks in Figure 2 below, research methods are designed
so that all their detail elements are covered and examined. Then, results are reported for
those elements being impacted by the present tagline. These are delivered in chapters
three and four.
28
Figure 2 Brand image and value perceived through tagline
Packaging Tagline Brand imageBrand experience -Consumptionscape
Brand value
Seek meaning
Individual identity
A pattern of social interaction
Recognition
Comfort
Simplicity
Craftmanship
Company’s commitment
Authenticity
Humanisation
Personalisation
Sense of community
Colour
Label
Brand name
Logo
Image
Professionalism
Material
Convenience
Quality
Visibility
Readability
Handmade
Local
Price estimate
Price reasoning
29
3 METHODS
3.1 Research philosophy
A subjectivist approach is adopted in the way that each consumer is studied as a subject,
not an object. The consumer is seen as an active constructor of messages and meanings
– not a passive receiver of, or reactor to messages. Interpretive in nature, the study would
look at the brand from the individual stance to gather true personal and meaningful data
towards answering the research questions (Arnould & Wallendorf, 1994). The
interpretivist paradigm emphasizes that no single reality exists, but multiple realities
that are personally formed (Ponterotto, 2005) and socially constructed (Hudson &
Ozanne, 1988). Hence, in interpretivism, individual experiences and observations
change reality (Ponterotto, 2005). In this sense, realities are diverse and made from
personal experiences which are fundamental in this study. It is assumed that they are
varied from each respondent to another, which is essential in ontology (Hudson &
Ozanne, 1988; Ponterotto, 2005).
3.2 Research design
The study was done in cooperation with the company who owns the brand in Helsinki.
For the experiment, the chosen brand for the study is Baba, a Finnish business that is
passionate about making delicious food. The brand has been growing rapidly in both
retail and hotel restaurant catering (Horeca) market (Asiakastieto, 2018; Vainu, 2018;
Finder, 2018). Its products are inspired by Middle Eastern ancient vegetarian culture
and the flavors have been developed for decades. Baba food products are available
throughout Finland. Most of the brand products are taglined “Handmade in Helsinki”,
which will be used in the consumer experiment of the empirical study. As the tagline
indicates, Baba delicacies are made by hand, from “the best ingredients and as far as
possible without additives”. (Baba, 2018)
The study collected data in a between-subject experiment, which is a commonly used
method in past studies (Lundqvist et al., 2013). Consumer experiments are a growingly
popular method, particularly, in food and drink studies. Consumers hope that a brand,
i.e.: food or drink brand, will offer an experience that appeals to the senses (Bonterre, as
quoted in Wheeler, 2017); they remember what they touch, hear, see, taste and smell
(Slade-Brooking, 2016). This finding supports the study design where a close brand
investigation with all the five senses is in play. For this product category, it is also
naturally more accommodating to create such a brand experience. The experiment
30
started by inviting the participant to brand investigation, product tasting and ended with
an individual thematic interview, all made up to about 30 to 50 minutes. The
experiments were held in Hanken school’s facilities.
The experiments include product introduction and investigation, product tasting and
interviews. The design and stages of interview simulates a product encounter from
introduction to spending decision. This aligns with the research philosophy discussed
previously: subjectivist and interpretively, the design helps the interviews become fitter
to the purpose of an in-depth interview, which is to understand opinions, feelings,
experiences and knowledge of others (Patton, 2002).
Half of the participants (the test group) were introduced to the normal product
packaging with the “Handmade in Helsinki” tagline. The other half of the participants
were exposed to the same product but without this tagline (control group). The difference
(or similarities) between the two groups is how the results are measured. For all
participants, the experiments were carried out in a neutral manner that causes no
discomfort or harm to the participants. Anonymity was offered as an option to the
respondents and all the fields in the respondent’s personal information are optional to
fill in. Interviews were kept in a casual and open atmosphere.
The experiment begins as each participant was presented with a selection of 10 products
of the brand for investigating. After this, the person was invited to test the products and
answer the interview questions on his/her thoughts and feeling on the brand image (Part
A) and the monetary value for the products (Part B). Part B investigates if the tagline
stimulates or tempers the consumers' appetite for spending. Six cost ranges were
available to cover various price levels of different brands on the market, from the most
affordable brands to gourmet ones: <1€ to >5€.
The study compares the brand images and value of two groups of consumers with and
without the influence of the tagline. As the studied tagline is a claim about the product,
a brief form of storytelling, the experiment refers to the Lundqvist et al. (2013) findings
as depicted in Figure 3.
31
No tagline: The brand is evaluated based on the name and other packaging elements
Tagline: The brand is evaluated through a handmade locally statement
Figure 3 The filtering effect of tagline on brand (adapted from Lundqvist et al., 2013)
The comparisons are made between the two groups. The study seeks to identify the
changes in the perceived the brand image and any raising or lowering in the perceived
brand value. The analysis identifies both the positive and negative terms consumers use
to describe the brand when they were exposed vs. not exposed to the tagline.
3.3 Interview
An interview guide was used to keep the focus of the semi-structure interviews.
Flexibility was given depending on how each interview evolves (Patton, 2002). The
unstructured interview type was not chosen due to its loose focus and high degree
spontaneity. Despite its strength of informality and higher room for topic deepening, the
response can wander and become out of focus easily. This makes data collection less
relevant and more time consuming. (Dundon & Ryan, 2010; Patton, 2002). Response
from unstructured interviews may be harder to analyse than that of semi-structure ones.
During the interviews, all respondents were asked the same questions due to their same
roles as consumers. The questions were designed to be easy to understand so that the
answers could come right after the respondents had encountered and hands-on
experience the brand. The immediate responses allowed for more intuitive reactions
from participants as their memories were freshly made. In other words, the resulted
impressions were recorded when all the senses were still relatively active and engaged
with the elements of the brands. Thus, it is effective as the actual products are available
to taste and inspect (Stanton, Wiley & Wirth, 2012). This would make a distinct valuable
quality of the experiment method, i.e.: when compared to paper or online survey with
exposure merely to questions or verbal stimulation and only retrospectives were used.
For this, the collected data from the consumer experiments promises to be wholesome
Package Brand imageBrand
experienceBrand value
Package Tagline Brand imageBrand
experienceBrand value
32
and fresh, in order to showcase current thoughts, feelings and sensations of the
experimentees.
Interview Guide
A - Brand image perception
After investigating the products, the questions were asked:
1) What are your first thoughts on the products?
(Probing, if needed, on their first impression, feelings and thoughts on the content,
colour, form, presumed tastiness, and so on.)
2) What experience would you connect with the brand?
3) What occasions would you connect with the brand?
4) How you feel about the brand? (Probing, if needed)
5) What do you like about the products?
6) What do you not like about the products?
7) What is your overall impressions? (Probing, if needed)
8) Please describe the brand with three adjectives.
B – Brand value perception and preparedness to pay
The interviewer picked out the products, hummus and falafel, invited the participant to
taste the product and asked:
9) How much do you think this Hummus would cost in retail?
a) <1€ b) 1-2€ c) 2-3€ d) 3-4€ e) 4-5€ f) >5€
The price of the Hummus (3.49€) was then be revealed and the interviewer asked:
10) How much are you willing to pay for this Hummus?
11) How much do you think this Falafel would cost in retail?
a) <1€ b) 1-2€ c) 2-3€ d) 3-4€ e) 4-5€ f) >5€
The price of the Falafel (4.99€) was then be revealed and the interviewer asked:
12) How much are you willing to pay for this Falafel?
13) Anything else you would like to add about the brand?
33
While the element of sustainability was discussed in the theoretical framework, an
interview question for this was intentionally not created in the interview guide. This is
due to the common occurrence that participants would almost always say that they are
in favour of ecological practices or agree that they value it. By not asking the question,
the experiment allows for a self-initiation of those who feel the need to express their
interpretation of the brand regarding sustainability naturally, instead of forcing a
artificial answer, i.e.: ‘Yes’ to an interview question on sustainability topic. This
deliberate exclusion informs how consumers actively make sense from brand elements
including the tagline and the fashion they put it into the consumptionscape.
The interview questions aim to generate reliable data towards answering the research
questions. With respect to the theoretical framework and experiment design, each
interview question (Q) is an attempt to capture the moving parts of brand elements as
demonstrated in Table 3.
34
Table 3 Interview questions corresponding to brand image and experience elements
Brand experience
Seek meaning
(Lefebvre 2011;
Pizam & Tasci
2018;
Venkatraman
& Nelson
2008)
Develop,
reinforce,
transform and
align individual
identity (Mohart
et al. 2015)
A pattern of
social
interaction
(Pizam & Tasci
2018;
Venkatraman &
Nelson 2008)
Brand image
- Recognition Q1, Q7 Q2, 5, 8 Q2, 5
- Brand preference
(Mantonakis 2012)
Q1, 4 Q4, 6, 7 Q8
- Comfort (Edwards and
Day 2005)
Q5, 6, 7 Q2, 4, 8 Q2
- Simplicity (Edwards and
Day 2005)
Q1, 2, 5 Q4, 7 Q3
- Craftmanship (Gatrell et
al. 2018)
Q1, 5, 7 Q6, 7, 8 Q8
- Company’s commitment
(Kapferer 2008:104;
Mohart et al. 2015)
Q1, 4, 7, 8
- Authenticity (Edwards &
Day 2005; Erdem and
Swait, 2004; Kovacs et al.
2014; Morhart et al. 2015;
Sullivan 2016)
Q1, 4, 5, 7, 8 Q3, 5, 7, 8 Q2, 5, 7, 8
- Humanisation (Aaker &
Fournier 1995)
Q4, 5 Q4, 7
- Personalisation (Aaker &
Fournier, 1995)
Q6 Q6 Q5, 6, 8
- Sense of community
(Wheeler 2017)
Q2, 3, 8 Q2, 8 Q2, 3, 8
35
In generating questions and implementing interviews, techniques used are detailed
below. These include but not limited to using an order of questions, singular questions,
open-ended question, think-aloud protocol, probing, clarity, multiple takes on one topic,
rapport, listening and neutrality.
Order of questions: Start with an easy question, a request or challenge. Patton (2002)
advises to warm up with noncontroversial questions, with present experiences, and then
move on to opinions and feelings. Sensitive and complicated questions come last; so do
background questions that should be kept at minimum. For example, the first question
of my interview: “What are your first thoughts on the products?” is a warm up question.
The order also follows a time sequence: present acute thoughts come first and then future
envision, i.e. on willingness to pay, comes last.
Singular question: Each question contains only a single idea. The interviewer
determines the one thing to find out before forming a question, and only asks for
information unavailable from other sources. For example, in my interview question 5:
“What do you like about the products?”. This way, both the interviewer and respondent
can be focus on the topic at hand and the talk is less likely to wander.
Open-ended versus Dichotomous questions: Open-ended questions get the respondents
to talk and start with Why, Who, When, Where, How, and What. A better way to ask
about specific things that have happened (Kennedy 2006). My interview used entirely
open-ended questions with the help of interview guide and probing when relevant.
Dichotomous questions (with answers Yes or No) are generally unadvised, unless when
used to introduce a follow-up question.
Think-aloud protocol interviewing: A scaling/ ranking question type to help the
respondent prioritize, i.e. price levels. As the person went through his answer, he used
these criteria as hints to think aloud (Wallendorf and Brucks 1993) and elaboration. For
example: questions 8 and 9 in the interview: “How much do you think this Hummus
would cost in retail? a. <1€ b. 1-2€ c. 2-3€ d. 3-4€ e. 4-5€ f. >5€” and “How much are
you willing to pay for this Hummus?”. These are related to each other and suggestive for
self-explanation from respondents.
36
Clarity: Lexical meaning, experiential meaning or grammar and syntax need to made
clear to the respondent (Saunders 2009). It is advised to use the language or dialect that
the informants are familiar with. In the interviews, theoretical terms were put into an
understandable language, even when the interview guide was based on theory.
Multiple takes on one topic: To confirm or ensure that a response is solid, the interviewer
asked the same question more than once but rephrase it and do not pose them right after
each other (Patton 2002). In other words, the interviewer can try to get multiple "takes"
on the same topic (Kennedy 2006), such as question 1, “What are your first thoughts on
the products?” and question 4, “How you feel about the brand?”.
Rapport: A close, responsive and comfortable relationship in which the people get on
well with other's ideas and feeling. Communication and mutual trust were adequate
during the experiments, thus encouraged useful responses from conversations.
In research, rapport building goes through different stages, at each of which the
relationship can be assessed (Dundon and Ryan 2010) and made helpful to the research.
Rapport building techniques include calibration and matching. Calibration means
reading the other’s state by reading non-verbal signals other than only the content of
speech: breathing, skin colour, gestures, body movements, eyebrows and so on.
Matching means mirroring the communication of body language, voice quality, and
verbal hints of the other person. Matching is a effective way to attain rapport with people.
Neutrality: A stance vis-à-vis the content of what that person says. For example, during
my interview I tried to stay as neutral as possible. Even when the ideas expressed did
not always match mine, I let the interviewee freely express own thoughts without
interrupting. The interviewee focused on answering the question in hand and not
distracted by the surrounding.
Probing: Follow up questions (Patton, 2002) that come from what to look for in the
interview. It is done by listening carefully to what is said or not said and pose the
appropriate feedback. It can be silence, communication control, repeating the response
or asking for clarification. This technique was done for questions 1, 2 and 4.
Interview technique of using video film the interview to add visual raw data instead of
audio recording was not used since it may interfere with the flow of the conversation. I
also wanted to avoid another possible drawbacks of the method where the participant
may feel not entirely comfortable being filmed with a camera (Belk and Kozinets 2005).
37
3.4 Samples
Respondents: The study was conducted in cooperation with the brand owning
company, Baba Foods Oy. According to the marketing manager, typical customers are
from young to middle age, many are health-conscious consumers, vegetarians or vegans.
Through them the customer base expands.
The samples were recruited purposefully, and criteria based (Patton, 2002) from the
members of the public based in Helsinki, which included 22 respondents for between-
subject experimenting. Interested people responded shortly after the announcement of
recruitment on multiple Facebook pages of Helsinki neighbourhood groups and via
word-of-mouth. The criteria to be recruited for interviews were to represent fairly the
brand’s customer base: the person must be at least 16 years old; work, study or live in
Helsinki, and have never heard of the brand before. They were informed that it was a
brand research on food and were rewarded for participation. The balance between
gender, age and profession were kept in mind when choosing respondents for the study.
Respondents were then divided equally into a control group and a test group at random.
Respondent ages ranged between 21 and 52 with a mean of 30.6 years. There were 10
males and 12 females, divided equally into a control group (respondents 12-22) and a test
group (respondents 1 to 11). The participants represented a wide range of professions,
for example, life coach, media manager, chef, entrepreneur, customer manager, service
attendant, scientist, school vice-principle, medical secretary, etcetera. The description of
the sample is detailed in Table 4 on the following page.
38
Table 4 Respondent samples
Respondent (R) Age Gender Female (F) Male (M) Occupation Diet
R1 Arthur 25 M Personal trainer Healthy eating, a protein emphasis
R2 Maria 27 F Service attendant, student Vegan
R3 Jenni 39 F Vice principal Vegetarian
R4 Lê 27 F Chef Healthy eating
R5 Lynn 29 F Entrepreneur Healthy eating
R6 Thu
26 F Business graduate No
R7 Adriane 28 F Media producer Vegan
R8 Thuy 23 F Student NA
R9 Joonas 30 M DNA researcher Pesco-vegatarian
R10 Trí
29 M Entrepreneur No
R11 Antti 34 M Customer manager Lactose intolerant
R12 Simon 37 M Coach, entrepreneur No
R13 Ali
27 M Chef, technical engineer No
R14 Maya 27 F Shift manager Healthy eating
R15 Pasi 30 M Personal assistant NA
R16 Aleksei 22 M Chef Healthy eating
R17 Theresa 24 F Event planner, head chef No
R18 Jaakko 38 M Customer advisor Vegatarian
R19 Jani-Petteri 40 M Fitness group trainer Healthy eating
R20 Ulla 52 F Medical secretary Omnivorous
R21 Annika 21 F Student Pesco-vegetarian
R22 Nea 40 F Media manager No
39
Products: Baba products with the tagline “Handmade in Helsinki” are used for the
experiments. Among the most popular offers are the Baba hummus, Baba baba ganoush,
Baba falafel, olive sauce, the chili peppers, as seen in Figure 4.
For part B of the experiment, two products were chosen Baba Hummus and Baba Falafel
for they are the flagship products of the brand and have a stronger representation for the
brand image. The recommended retail prices of these two products also vary
considerably (3.49€ for the hummus and 4.99€ for the falafel), allowing the brand value
to be tested for different consumer budget sizes.
Figure 4 Product range (Baba, 2018)
40
3.5 Practicalities of data collection
Due to the nonsensitive topic and product type, the aspects of recruiting and working
with informants were rather easy. Experiments were held in Hanken facility in Helsinki.
The interview questions were straightforward to answer with probing when needed.
However, since the hummus lasted only 2 weeks, all the 22 interviews had to be
organised to fit into this 2-week window before the product expired. While this was not
easy since all the informants had their own schedules, the holiday month helped relax
these schedules well.
All the data has been collected as planned. All 22 interviews were transcribed. Naturally,
some informants were more talkative than others. The collection of data was not difficult
but rather the trying to get some respondents speak more of their feelings. Most
interview times range between 20 and 40 minutes. This could be due to the respondents’
focus on the products themselves, rather than on expressing themselves to generate
richer data. This could also be because of the little experience of the interviewer who was
a beginner in the field. For this, probing was helpful in solving this problem to an extent,
for example, by giving hints on the first impressions and brand image in interview
questions 1, 2 and 4. Flexibility was also given depending on how each interview evolves
(Patton, 2002).
In general, the research participants seemed interested in the study and free to express
their minds. All of them gave the oral consent to inform their names and quote their
answers in the study. Some have also registered their interest to receive the study results
after the manuscript is ready. Several respondents suggested straightforward ideas from
their perspectives for the brand to improve. From the company owning the brand,
consent to publish their names and information were also given. Suggestions from
consumers are more than welcome. These aspects make the study welcoming,
transparent and constructive for the study respondents, business owner and researcher
as well.
41
3.6 Analysis
A sequence of analysis methods adapted from Silverman (2005), Spiggle (1994) and
Gioia, Corley, and Hamilton (2013) suggestions were used for the study as illustrated in
Figure 5 below. In the data processing, the presence of handmade locally tagline and its
impacts on brand image are the central elements.
Figure 5 Analysis processes, adapted from Silverman (2005), Spiggle (1994) and Gioia, Corley, and Hamilton (2013)
From breaking down the elements of data, interesting phenomenon can be found in a
basic thing (Arnould & Wallendorf, 1994). The analysis revolves around these elements
in order to answer the research questions. A description of how the analysis was
proceeded is as following:
3.6.1 Coding/Categorisation
The key terms relevant to the study topics or from literature were put into codes. These
are equivalent to terms from Figure 2 at the end of chapter 2. The raw data from
transcription was then labelled with these codes, line by line, where the content and the
code match. The idea of coding was to put the respondents’ words into scientific terms
and ideas. As seen in Figure 6, both deductive coding (from theoretical content) and
inductive coding (from data gathered) (Gioia et al., 2013) were employed, i.e.: finding,
labelling most important categories. Coding was done for all data parts. The codes were
then organised and assigned into categories/construct, such as: Product design, Fresh
natural ingredients and Organic codes were organised into the Simplicity category. All
categories were labelled dissimilarly from others with respect to external heterogeneity.
1. Coding into categories
2. Abstraction from the
categories3. Comparison
4.Dimensionalization
5. Integration 6. Iteration 7. Refutation
42
Figure 6 Categorization, abstraction, and aggregate dimensions
LEVEL 1 Code LEVEL 2 Category LEVEL 3 Aggregate
dimension
Colour
Label
Logo
Text
Image
Eye-catchiness
Neat/clean
See through
Elegance
Homemade/artisan look
Robust container
Quality projected
Convenience
Professionalism
Ecologicality - subcodes:
1. Non-ecological
2. Cost saving
3. Prevent food waste
Design
PACKAGING
Product consistency
Product colour
Exoticness
Presumed tastiness
Texture and shape
Product clean look
Craftmanship
Visibility
Handmade
Locality
Tagline
43
LEVEL 1 Code LEVEL 2 Category LEVEL 3 Aggregate
dimension
Brand name
Logo
Product display in store
Compare to other brands
Recognition
OTHER
BRAND IMAGE
ASSOCIATIONS
Food safety
Taste
Look
Smell
Familiarity
Comfort
Product design
Fresh natural ingredients
Organic
Simplicity
Handmade
Maker’s commitment
Homemade
Local feeling
Artistic creation
Taste
Quality test
About producer info/story
Authentic
Reliability
Honesty
Product diversity
Intention for loyalty
Authenticity
Effort
Reliability
Prudent approach
Inspires curiosity
Modern
Familiarity
Exoticness
Humanisation
Versatile use
Differentiation / boldness
Create memories
Personalisation
Locality
For sharing
Brand popularity locally Sense of community
44
LEVEL 3 Aggregate dimension LEVEL 4 Aggregate dimension
PACKAGING
OTHER
BRAND IMAGE
ASSOCIATIONS
LEVEL 1 Code LEVEL 2 Category LEVEL 3 Aggregate
dimension
Craftmanship
Healthiness
Personal taste preference
Allergy mindfulness
Disagreeable associations
Daily life
Elegance
Newness
Seek excitement
Individual identity
BRAND EXPERIENCE/
CONSUMPTIONSCAPE
Nutritional benefit
Life practicality, subcodes:
1. Product size
2. Meal making
3. Convenience
Environmental unfriendliness
Product brings back memories
Innovation
Smart product choice
Ethic
Brand story
Seek meaning
Social interaction
Social trend
Social group
Social associations
BRAND IMAGE
45
LEVEL 1
Code LEVEL 2 Category
LEVEL 3
Aggregate
dimension
LEVEL 4
Aggregate
dimension
Organic
Freshness Ingredient quality
Price estimate
BRAND VALUE
Handmade
Homemade Labour input
Locality
Student
Personal lifestyle
Price
reasoning
Consumption
habit
Taste
unsatified
Taste satisfied
Satisfaction
Meal creation Value for money
Product
amount
Family
occasion
Couple
Social occasion
Veganism
Healthy eating
Product
pricing
Social trend
46
LEVEL 1 Code LEVEL 2 Category LEVEL 3 Aggregate dimension
Price comparison Competition
PURCHASE DECISION Brand comparison
Matches lifestyle
Brand statement Brand meaningfulness
3.6.2 Abstraction
The abstraction of the categories was done via identifying concepts within categories.
The essence method was to find common traits and picturing of representative cases.
Abstraction helps to comprehensively decrease data volume as the categories were
combined into more general themes (abstraction) to illuminate the concepts involved.
Figure 6 above presents this technique, i.e.: how Individual identity, Seek Meaning and
Social associations were combined into Brand experience/Consumptionscape theme.
Categories under the dimensions of Packaging, Price estimate and Price reasoning were
formed with less abstract terms, while categories within the dimensions of Other brand
image associations and Brand experience - Consumptionscape were form with more
abstract ones.
3.6.3 Comparison
Differences and similarities between pieces of data or categories were carried out.
a. Comparison within a single element within the interview (assigning different codes).
b. Comparison between the categories and abstraction (to see the common patterns, and
assure a logically correct handling or analysis)
c. Comparison of interviews between different informants to indicate fluctuation in
brand perception and its drives.
d. Comparison between the test group and control group to produce the answers to
research questions and beyond. For example: The experiment set out to examine price
as an element of brand value. The comparison was made between non-tagline and tagline
groups to identify the effect of tagline on price. This yielded a new finding set which
informs the study discussion, contribution and suggestions for future researches.
47
3.6.4 Integration
Integration involves understanding how the abstract concepts are related to each other
and how strongly, i.e.: based on dimenzionalization. Beyond data classification,
integration examines the constructs more deeply and makes sense out of the data to serve
theory building. Spiggle (1994) advise theory building via two techniques, axial coding
and selective coding. Axial coding integrates categories and concepts by identifying
different settings or consequences from categories. While selective coding help specify
relationships between concepts or categories.
3.6.5 Iteration
Iteration involved re-reading the transcripts, re-analysing and repeating the works
several times. This also applies to the analysis processes. These were done while keeping
the research aims in mind. The final interpretation was made after all interviews and
other materials had been considered and analysed in this manner.
3.6.6 Dimensionalization
For dimensionalization, the concepts and the relationships between categories were used
to develop scientific model and theory. The model and theory contain ideas on not only
the causal relationships among the elements of categories but also illuminate the
environment in which they grow. Figure 7 below gives an example with Craftmanship.
Construct Properties
Craftmanship Personal lifestyle
Dimensional Range
Consistent product
Vibrant product colour
Exotic product
Presumed high tastiness
Attractive texture and shape
Cleanliness
Doubt of being factory made
Implied over spiciness
Alien to everyday menu
Taste disappointment
No interest raised
Food safety concern
Figure 7 Dimensionalization of Craftmanship
3.6.7 Refutation
Negative cases or pieces of data that do not support the final results were also looked for
and reported in the analysis as well as result interpretation. This can be observed in
several outlining responses reported in the findings and discussion chapters.
48
3.7 Trustworthiness of data
The data trustworthiness is evaluated in this section according to Wallendorf & Belk (1989) guidelines as seen in Table 5 below.
Table 5 Evaluation of trustworthiness, adapted from Wallendorf & Belk (1989)
Elements of trustworthiness
(Wallendorf & Belk, 1989)
Data Justification
1. Credibility
“Adequate and believable representations of the
constructions of reality studied”
Medium The physical product experience engaged all the respondents’ five senses
during the experiment. Brand image was free for investigation. However,
the pace of the interview may not resemble the same pace of everyday
grocery shopping for some respondents’ time is numbered.
2. Transferability
“Extent to which working hypotheses can also be
employed in other contexts, based on an
assessment of similarity between the two
contexts”
Medium Due to the nature of the brand category, i.e.: food brand, the exact
elements may not match other product industries. However, the principles
still apply to other similar products including foods and drinks.
3. Dependability
“Extent to which interpretation was constructed
in a way which avoids instability other than the
inherent instability of a social phenomenon”
High
Food and brands have been around since we know them. There are few
moving parts in the topic when it comes to food brand perception and
consumption.
49
4. Confirmability
“Ability to trace a researcher's construction of an
interpretation by following the data and other
records kept”
Medium The products, brand owners, transcription and analysis records are
accessible.
5. Integrity
“Extent to which the interpretation was
unimpaired by lies, evasions, misinformation, or
misrepresentations by informants.”
High The data was analysed as they were without the researchers’ tampering.
The informants were rather transparent about aspects involved in the
experiments and contribute honestly.
50
4 EMPIRICAL FINDINGS
This chapter presents the results from the empirical study by visualising meaningful
information extracted from the raw data. Analysis techniques including but not limited
to coding, abstraction, comparison and dimensionalization, as described in 3.6, helped
well in the arrival of findings. The quantity and quality of the data collected pursued the
research aims by portraying the consumers’ perspectives in brand image (4.1.1 from
packaging and 4.1.2 from other brand associations) and brand values (4.3 brand values
and willingness to pay).
4.1 Brand image
4.1.1 Associations related to the packaging
There were numerous clear differences in the perceptions of the brand from packaging
between the non-tagline and tagline group. Though the variance was not significant in
all associations, a major part of these reveals an outperformance of the brand when the
handmade locally tagline was present. The findings are presented in Table 6 below, with
examples of quotes for each category.
Table 6 Associations related to the packaging (respondent identification in parenthesis)
Non-tagline group Tagline group
Colour
I would change the colours of
packaging. Now they are not really
bright. (R16)
The colour’s how it is supposed to be
I guess. (R19)
There is not really loads of color. I’d
add color to the brand packaging or
names. They are very dry and
tedious. (R22)
Colour
The very first thing that comes to my mind is
that the packaging is quite eye-catching with
all the colours. (R8)
The colour of the products are not as vibrant
as those of other brands. (R4)
Very mellow, natural colour and down-to-
earth. (R7)
These products are colourful, great images to
represent what’s inside the boxes. The orange
colour in the packaging’s tempting. (R10)
51
Label
Usually I'd like branding to be more
modern, but I guess the labels are ok
as they are. (R21)
The final product is well made,
labelled and listed. (R19)
The labelling is really light and does
not pump up... Like the designer has
been in a hurry. (R22)
Label
All the needed info is presented on the front
of the box, which is handy. (R1)
Well I like the fact that they label everything
quite well. They are being quite honest (R7)
It has clear names and points out in the
picture what is in there and it’s handmade in
Helsinki. It seems to be very straightforward
of what you get, nice vegetarian dishes. (R9)
Unattractive Design
not premium but enough to be sold
in the shop. (R16)
Not really pumping up and all
elements are really light… Something
in the labelling and how the products
looks, which is not appealing. (R22)
Neat Elegant Design
The packaging looked neat and the container
seemed sturdy. The presentation is simple
yet classy and informative. (R4)
the packaging looks clean and neat. (R6)
The brand itself is quite eye-catchy, friendly,
like customer-oriented. (R8)
Confusion
There’s something about the brand
that doesn’t immediately grasp the
impression of a high quality product
or high standards. Yeah, it’s funny,
maybe it just comes from
subconscious impression. I don’t
know. (R12)
It’s from a factory, not handmade I
think because all these final products
look so consistent. (R19)
Wouldn't know it was made in
Finland even though I think they
are? Given how people appreciate
domestic products these days, it
would be a great aspect to use in
marketing. (R21)
Tagline enhanced image
Handmade on the packaging makes it looks
more authentic. I like that it emphasises the
handmade part. (R2)
These impressions, together with the claim
“handmade in Helsinki”, created a sense of
good quality and superior taste. (R4)
The fact that it’s handmade in Helsinki is
quite credible. It rings a bell in people’s mind
about product quality, and people can be
sure about the origin of the ingredients and
the hygiene, of course. (R10)
I like that they are clear on the packaging
that it was handmade in Helsinki, so it’s local
so I know if I put money to it, I know where
it’s legitimately going. (R9)
The important thing to me was to see that the
product is handmade in Helsinki. The brand
itself made me trust the product. (R11)
52
4.1.2 Other brand image associations
After the initial investigation and comments on the packaging, intuitive responses were
gathered promptly on the topics of concerns in the informants’ minds. There found
common patterns from the data, which are revealed in Table 7 and discussed below.
Table 7 Other brand associations (respondent identification in parenthesis)
Non-tagline group Tagline group
Comfort
Simple fresh ingredients seem to be
used and they’re pretty natural and
not artificial… On the other hand, is
the food like not safe, or ok to eat?
Like I won’t get food poisoning from
kitchen facilities. (R12)
The regular falafels are a bit too dry
for my taste. (R14)
I prefer that food has more flavours.
(R17)
It could be with a little bit more
flavour. (R18)
The chilli looks like I would die from
it… (R19)
Comfort and trust
The brand makes me feel comfortable. (R1)
Good flavour and texture of the hummus and
falafel. (R2)
It made me feel “safe” to try out the products.
(R4)
I like that you can see through them, so you
don’t have to guess. And it feels tastier if you
can actually see what is happening in there.
(R9)
Baba Harissa is nice, looks like chilli paste
which can be useful in many dishes,
especially for the spiciness, which I like
myself. (R10)
I like the fact that it’s locally made and that
kind of stuff. So, I like it. (T7)
Craftmanship
I was not happy about the flavor
after all, but I believe there’s been a
lot of effort spent to make, create
these products. (R17)
Because it’s a mixture of something I
would really think carefully of the
allergy. I don’t know how it is made.
(R19)
Craftmanship
I like that it emphasises the handmade part.
(R2)
with no preservatives. (R5)
They’ve really made them handmade. I like the
fact that it’s locally made. (R7)
The “Handmade in Helsinki” makes a huge
impression on customers because they will
notice that … it’s kind of like food art. (R8)
The stuff inside the boxes is quite colourful,
which attracts me to it. (R10)
53
Authentic
About experience, not Finnish food
but from Middle East. (R19)
I think they are different and exotic.
(R22)
Authentic and intriguing
Modern, bold, innovative. (R9)
New, youthful, modern (R11)
Vegetarian-friendly, Middle Eastern, and very
snackable (R7)
I wonder what these taste like… I’m definitely
interested. (R9)
Personalisation
The Hummus was missing garlic in
the ingredients, because in my mind
if there's no garlic it will make gas in
the stomach. (R13)
To add to your dinner or enjoying
with some good bread. (R14)
Personalisation
I like the fact that it’s easy to consume these
products. You can use them almost any way
you want with your food or on its own. (R1)
I feel like there would be good experience of
mixing all of these, like putting these falafels
into hummus and nom nom nom. And I like
that there are options with other foods. (R9)
Sense of local community
People feel that it’s credible with this
“Handmade in Helsinki” label. (R10)
The plus is that they are handmade, with no
preservatives, gluten and vegan, which suits
the current trend among Finnish. (R5)
Is it on the shelf already? How do people like
it? (R10)
I like that they’re clear that it was handmade
in Helsinki, so it’s local. I know if I put money
to it, I know where it’s legitimately going.
(R9)
Without the tagline, some respondents tried and got a sense of handmade locally
products from the packaging and other brand cues. One third of the non-tagline group
commented on the handmade artisan look from the packaging. The same number
reacted positively on the brand product design. More than half of this group believed that
the packaging looked professional and the ingredients used were pure, fresh and natural.
Also, more than half of this group see the brand as reliable; some mentioned a quality
test in their response. A third of this group saw the products as authentic. This indicates
how without a tagline, consumers look for other brand clues to determine quality.
54
4.2 Brand experience - Consumptionscape
The results in this section cover the aspects of brand experience and consumptionscape.
Table 8 reveals how the respondents picture their experiences with the brand and what
these experiences mean in their perception. As described in literature, this is organised
in the way meanings are sought in order to develop their individual identity and social
interaction. Individual identity entails healthiness and taste preference, design certainty
or elegance, material concern, and practicality; while Social interaction entails social
occasion, social trend, and social group.
Table 8 Brand experience - Consumptionscape (respondent identification in parenthesis)
Non-tagline group Tagline group
Healthiness and taste preference
Good products for diet, a sense of being
healthy. (R15)
Some products which were tested are not
so tasty as expected. (R15)
Not for my menu, not a big fan (R16)
The taste is quite nice and interesting in
the beginning, but I wouldn’t choose them
for my daily meal. They’re nice in a way of
food tasting. I prefer that food for my daily
meal has more flavors than this. (R17)
Healthiness and taste preference
I would probably get it if were in rush and
needed a fast snack or needed some extra
fiber. (R1)
The plus is that they are handmade, with
no preservatives and vegan (R5)
Healthy, colourful, reliable. (R10)
The hummus smells nice, it’s also creamy.
(R6)
All the products that I have tasted here
they are all delicious. (R7)
Can be useful in many dishes, especially
for spiciness. (R10)
I think the experience is going to be great.
Tasty… and I want to eat these. (R9)
Uncertainty from design
There’s something about the brand that
doesn’t immediately grasp the impression
of a high quality product or high
standards. Yeah, it’s funny, maybe it just
comes from subconscious impression.
Simple elegance
The brand makes me feel comfortable.
Doesn’t make an impression of a cheap
product. (R1)
A sense of good quality and superior
taste. The presentation is simple yet
classy and informative… I would
probably choose these products when
55
looking for vegan products or healthy
snack options. (R4)
Material concern
I prefer if it would be nature friendly.
(R13)
I did not like the plastic packaging.
Especially the plastic container of the
hummus felt bad. (R20)
… but I'm kind of sad about how much
plastic goes to these little portions. The
plastic waste concerns me. (R21)
The package is light and plastic (the
hummus) so the colour looks faded... not
really delicious. (R22)
Material concern
The container is presumably not
environmental-friendly. (R4)
The packaging plastic itself, I’m not a
biggest fan of it. (R7)
I don’t like that it’s not eco-friendly
though. These are plastics, not
biodegradable. (R8)
I don’t like that they are plastic, but I like
that you can see through them. Others are
in plastic and this one is in glass. Glass is
better. (R9)
Practicality
The Hummus was missing garlic in the
ingredients, because in my mind if there's
no garlic it will make gas in the stomach. I
think they can make different sizes. (R13)
I like that they are easy to grab with you if
you don’t have the time and effort to make
pastes yourself. (R14)
A nice part in vegan meals, supporting
other vegan food. (R17)
Not for any kind of festive but everyday
food. (R19)
Snack-time food… The package sizes are
clearly aimed for single or paired people.
Families need family sizes. (R20)
I wouldn't probably buy the quinoa salad
just for myself if i'm making lunch at
home. (R21)
Practicality
I would probably get it if were in rush (R1)
One package offers just a right amount of
product. (R4)
Maybe some lunch, normal lunch. I
normally like to make everything myself,
so I don’t like when somebody has
already done everything. I need to read
what is in there. (R3)
Very snackable. It’s something that I can
easily takes for a picnic. (R7)
Takeaways occasions like picnics or
barbeques, or all the outdoor activities
mostly. Because it’s quite convenient to
take away. (R8)
Everyday occasion. (R9)
I’ll say they are for daily use, like having
some vegan food at home.
They're kind of an easy way to introduce
new types of foods into one's diet. (R10)
56
Social occasions
A barbeque or home party with friends
and family, or like informal summer
dinners and lunches, picnic. (R12)
I would like to have bigger sizes for
sharing with my family or friends. (R13)
For most parts, these are for shared
experiences. (R21)
For Friday or Saturday evening, or
summer cottage, picnic. (R22)
Social occasions
It could be used for picnic or casual get-
together. (R2)
… Maybe some party. (R3)
I can see that with the hummus, it’s like
for party as well. (R7)
I would use in everyday casual eating.
(R9)
I think parties where finger food is
needed. (R11)
Social trend
Vegan-friendly products (R17)
Product was interesting and made me feel
urban, trendy, knowledgeable. (R20)
I'm excited to see these unusual,
interesting flavours in Finnish markets.
(R21)
Social trend
They suit the current trend among
Finnish nowadays. (R5)
popular and easy to eat. (R6)
A good point for the packaging is to
become ecofriendly because people care
about the environment a lot, so it’s why.
(R8)
Local, new and vegan. Very trendy (R11)
Social group
With friends and family. (R12)
I think the brand’s for vegans, or for busy
people. (R17)
On a picnic with friends. (R21)
Missing relevance
What is the story of these products?
Where are the flavors born? Where are the
raw materials? Who prepares? Why?
(R22)
Relevance
I like that they are clear on the packaging
that it was handmade in Helsinki, so it’s
local so I know if I put money to it, I know
where it’s legitimately going. (R9)
57
4.3 Brand value
To establish if seeing the tagline would add to the perceived value of the brand, the
respondents were asked for their monetary brand valuation. After inspecting and tasting,
the respondents were asked to make own retail price estimate for the two flagship
products, hummus and falafel.
In turn, they were enquired how much they would be willing to pay for the product. The
real suggested retail prices (3.49€ for the hummus and 4.99€ for the falafel) were then
revealed to the participants. Willingness to pay (Yes or No) is decided by comparing the
prices respondents are willing to pay with the real suggested retail prices. The results are
summarized in Table 9 below.
Table 9 Brand value and willingness to pay
Non-tagline Tagline
- Hummus (3.49€):
Own price estimation <1€ (1) <1€ (1)
1.1-2€ (2) 1.1-2€
2.1-3€ (4) 2.1-3€ (1)
3.1-4€ (3) 3.1-4€ (7)
4.1-5€ (1) 4.1-5€ (1)
>5€ >5€ (1)
Willingness to pay Yes (2) Yes (5)
No (9) No (6)
- Falafel (4.99€):
Own price estimation <1€ <1€
1.1-2€ (1) 1.1-2€ (1)
2.1-3€ (2) 2.1-3€ (1)
3.1-4€ (4) 3.1-4€ (1)
4.1-5€ (4) 4.1-5€ (6)
>5€ >5€ (2)
Willingness to pay Yes (1) Yes (5)
No (10) No (6)
As observed from Table 9, for both the products, only 4 respondents in the no-tagline
group guessed the price to be equal or higher than the retail price, while there were as
many as 8 respondents estimated the correct retail price or higher with the presence of
58
the tagline. In other words, with the tagline "Handmade in Helsinki", it is apparently
easier for respondents to estimate the correct retail price (between 3.1 and 4e), while
without a tagline, the guesses are scattered among different price ranges. The same
pattern applies to the falafel product, where the tagline group spot easily the correct retail
price, while the no tagline group scattered their guesses wildly to various price ranges.
In term of willingness to pay, the level among consumers who saw the tagline
"Handmade in Helsinki" is about 50% willing to pay (5 Yes and 6 No), while for non-
tagline group, the willingness to pay is vastly lower at 20% (only 2 Yes and 9 No).
The willingness to pay for the falafel among consumers who see the tagline "Handmade
in Helsinki" is adequate (around 5 Yes and 6 No), while for non-tagline group, it is
extremely lower at under 10% willing to pay (only 1 Yes and 10 No).
In term of price estimation, on average, the results show that the respondents in the
tagline group estimated the price to be higher than that of the no tagline group. As Table
10 illustrates, the variance is 0.82€ for hummus and 0.64€ for falafel.
Table 10 Average price estimate
Product Average price estimate Variance
Non tagline Tagline
Hummus (3.49€) 2.6€ 3.5€ 0.82€
Falafel (4.99€) 3.5€ 4.1€ 0.64€
The result also reveals that the tagline clearly motivates for higher brand value projection
from consumers. From the tagline group, the brand being handmade and local appears
to be a strong reason for the consumers to favour the brand.
For being handmade: “I like that it emphasises the handmade part.” (R2)
“…but I know it’s handmade so of course it’s more expensive than normal meatballs or
something like that.” (R3)
“I like that they are handmade, without preservatives… I see that in Helsinki market,
there are not that many handmade products.” (R5)
“I think they are being quite honest what’s in it, and also, they’ve really made them
handmade… And I understand that if it’s handmade you could obviously ask for more as
well. (R7)
59
and locally made:
“They really put an emphasis on the localness. I like the fact that it’s locally made.” (R7)
“I like that they are clear on the packaging that it was handmade in Helsinki, so it’s local
so I know if I put money to it, I know where it’s legitimately going.” (R9).
In contrast, from the non-tagline group, a missing brand statement and story inhibit the
consumer from truly understand and appreciate the brand:
“What is the story of these products? Where are the flavors born? Where are the raw
materials? Who prepares? Why?”
Apart from these two motives, other reasons for price estimation and willingness to pay
are available in Table 14, Appendix 2.
4.4 Findings summary
As observed earlier in this chapter, the impact of handmade locally tagline on brand
found in this study is found on some specific brand elements. When compared with the
theoretical summary framework, the results indicate that not all brand elements are
affected by the studied tagline as the literature suggests. Referring to Figure 2 on the
theoretical framework, the elements that were found no impact are: brand name and
image of the packaging; and recognition, company’s commitment, and humanisation in
the brand image.
All the elements from consumptionscape and brand value were impacted by the tagline
as expected from the literature. More intriguingly, the elements of consumptionscape
elements were enormously explained. The data not only confirms but also adds rich
details into the description of consumptionscape. There are various ways that
respondents form their own unique consumptionscape and brand meaningfulness. This
apply to how they seek meanings (in elegance, certainty and sustainability), develop
individual identity (via healthiness, preference and practicality) and a pattern of social
interaction (via social occasion, trend and group). Through this, consumptionscape role
is given a prominent standing in all respondents’ perceptions.
To synthesise and visualise the results, the findings are integrated with theoretical
elements from Figure 2 of chapter 2. The outcome is presented in a summary model in
Figure 8 on the following page.
After this chapter, the meanings of the findings are delivered and reflected. The
Discussion chapter will present these interpretations.
60
Figure 8 Impact of handmade locally tagline on brand image and value
Packaging Tagline Brand imageBrand experience -Consumptionscape
Brand value
Seek meaning: elegance, certainty, sustainability
Individual identity: healthiness, preference, practicality
A pattern of social interaction: occasion, trend, group
Comfort
Simplicity
Craftmanship
Authenticity
Personalisation
Sense of community
Colour
Label
Logo
Professionalism
Material
Convenience
Quality
Visibility
Readability
Handmade
Local
Price estimate
Price reasoning
61
5 DISCUSSION AND IMPLICATION
5.1 Discussion
This section presents an interpretation of the experiment results and their meanings.
The structure is organised similarly to the previous chapter of findings, so as to help the
reader understand the structure of this section more easily. Thus, the discussion is in the
order of brand image, brand experience - consuptionscape, and brand value.
5.1.1 Brand image
The findings hinted at an observable variance between the two study groups. Overall,
respondents from the tagline group have a more positive brand image than those from
the non-tagline group. The number of associations and favourability expressed by the
tagline group outdraws those of the non-tagline group, as summarised in word clouds
for each aspect in the tables 11 and 12 below.
Table 11 Packaging associations summary
Non-tagline group Tagline group
Colour
not really bright, dull packaging or
brand names, very dry and tedious.
Colour
eye-catching, colourful but not too vibrant,
natural colour and down-to-earth,
great images, tempting.
Label
ok, could be more modern,
Very well made label, still really light,
does not catch attention, hurry design.
Label
handy info, label everything well, shows
honesty, clear names and pictures,
straightforward, nice.
Unattractive Design
not premium
not pumping up
not appealing
Neat Elegant Design
neat, sturdy, simple yet classy, informative,
clean, eye-catchy, friendly, customer-
oriented
Confusion
confused quality and standards.
production method mistaken for
being factory made,
wonder if it was made in Finland.
Tagline enhanced image
authentic, handmade,
good quality, superior taste,
credible brand, reliable ingredients origin,
hygiene, support local community, trust.
62
Table 12 Other brand associations summary
Non-tagline group Tagline group
Comfort
Simple fresh ingredients, natural,
but unsafety, food poisoning,
too dry, need flavours, too spicy.
Comfort and trust
Comfortable, good flavour and texture,
Safe, tasty, nice, useful, locally made, like
Craftmanship
not happy with flavour,
allergy.
Craftmanship
like that it’s handmade, no preservatives,
honesty, locally made, good impression, like
food art, colourful, attractive.
Authentic
not Finnish food, Middle East,
different, exotic
Authentic and intriguing
modern, bold, innovative,
new, youthful, vegetarian-friendly, Middle
Eastern, very snackable, definitely interested.
Personalisation
missing ingredient,
add to dinner, enjoy with bread.
Personalisation
easy to consume, versatile,
good experience, mixable, tasty
Sense of local community
Credible, trendy,
store availability and others’ feedback
local, social support
This illustrates the filtering effect of the tagline on brand as visualized in the findings
summary framework in Figure 8. During the experiment, one informant actively
suggested for the brand to tell a story behind the product creation for higher relevance,
which matches effortlessly with Lundqvist et al. (2013) findings and suggestion on story
telling as a brand enhancer. This also adds to Gabriel and Lang (1995) discussion on the
many forms of storytelling that include a claim on the packaging about the brand, i.e.: a
tagline, and illustrates the consumer need for finding a sense from the brand elements.
5.1.2 Brand experience and Consumptionscape
The results show how effortlessly respondents incorporate brand associations into their
expression of individual identity as well as personal and social life contexts. This is where
they decide whether the brand is relevant and in which way, when it comes to real usage
and evaluation. The main takeaways for this aspect are reflected in Table 13 below.
63
Table 13 Brand experience – Consumptionscape summary
Non-tagline group Tagline group
Healthiness and taste preference
Diet, healthy
not tasty as expected.
not a big fan
need more flavors
Healthiness and taste preference
fast snack, extra fiber, handmade, no
preservatives, vegan, healthy, colourful,
reliable, tasty, smells nice, creamy, delicious,
vegan, versatile use, tempting.
Uncertain quality
not an impression of high quality or
standards, subconscious impression.
Simple elegance
Comfortable, classy
good quality, superior taste
simple, elegant, informative
Material concern
not nature friendly, plastic,
feel bad, sad, plastic waste,
faded colour, not really delicious.
Material concern
not environmental-friendly,
plastic, not a biggest fan, not biodegradable,
harm to the environment, glass is better.
Practicality
missing garlic, gas in the stomach,
need different sizes,
easy to grab, nice, vegan
everyday food, snack time.
Practicality
Good for a rush, right portion size,
lunch, very snackable, easy, picnic,
takeaways, barbeques, all outdoor activities,
convenient, everyday occasion, dinner,
vegan, at home, introduce new foods.
Social occasions
Barbeque, home party, informal
summer dinners and lunches, picnic,
evenings, summer cottage.
Social occasions
Picnic, casual get-together, party,
parties with finger food.
Social trend
Vegan, urban, trendy, nowledgeable,
unusual, interesting in markets.
Social trend
Very trendy, popular, easy
eco-friendliness. local, new, vegan.
Social group
Friends, family, vegans, busy people.
Missing relevance
Missing story, flavors and raw
materials origin, who, why?
Relevance
clear statement, “handmade in Helsinki”,
local, put money to it, legitimately going.
64
From this summary, it is easily observed that the brand with the tagline is more relevant
and practical to respondents’ life processes in terms of healthiness and taste preference,
design and quality projection, practicality and overall relevance. This is in line with the
findings from brand image and value, which show an outperformance of the brand
taglined handmade locally. However, little differences are observed between two study
groups on the aspect of packaging material, social occasion, and social trend. This
implies that regardless of the handmade locally tagline presence, consumers would use
and treat the brand in the same way in these senses.
An intriguing hint on what consumers pictured as ideal and wished for the brand stood
out from the result. A shared concern was expressed explicitly by both study groups for
the brand’s packaging material. Especially, without being asked, the respondents self-
initiated and expressed a common concern of the brand’s using plastic as the material
for their product packaging. The material was perceived as convenient but, obviously,
environmental unfriendly and “cheap”. This matches effortlessly with the discussions on
the desire for a brand to be ecologically sustainable in the first chapters of the thesis, the
idea of mega-trend sustainability (Kotler, 2011; Papaoikonomou et al., 2011; Polsa,
2016). Plastic being used by the brand means a negative brand association, i.e.:
environmental unfriendliness. Some hope for a change in the material choice and
suggested the brand owner to switch to glass. This result further proves Dewulf, et al.
(2016) point where renewability of product elements takes a significant role in the
market today; so do sustainability assessment methods. i.e.: material assessment.
For social occasions when the brand is present, consumers’ own associations might be
more effective communicators of brand benefits and values than a firm-originated
values. As the results on Table 8 dedicate, consumers have a remarkably strong ability to
seek connectivity to others via social occasions. The brand is seen as more relevant to
respondents from both tagline and non-tagline group when and where other people and
other views are present. This shows that consumers do put themselves in others’ point of
view when it comes to the social meaningfulness of a brand, regardless of a tagline
existence or absence.
A particularly curious finding is the associations to social groups, which existed solely
among the non-tagline respondents. This linking of the brand to a social group (i.e.:
friends, family, vegan, vegetarian, urban) did not occur to the tagline group at all. Would
this mean that the respondents see the brand as less relevant to their own social group
when it is not signalled by the tagline to be handmade locally? This finding on social
65
group relation is either contradict to other associations, or open to future researches on
consumer psychology to study.
Having said that, the total number and positivity of brand associations by the non-tagline
group are still minor compared to this of the tagline group.
5.1.3 Brand value
The handmade locally tagline clearly makes it easier for consumers to estimate the
correct retail price, while in contrast, without a tagline, the guesses are scattered around
different price ranges. This means a more favourable condition for the brand with
handmade locally tagline when it comes to pricing. Fewer consumers would be surprised
by the prices set if there is such a tagline there to signal the value of the brand.
This advantage for the brand is also found in term of willingness to pay. Consumers are
more willing to pay the retail price when the handmade locally tagline is present. As
addressed in the results, willing to pay for non-tagline group is as low as 20%.
Additionally, the result also reveals that the tagline makes the brand more valuable, i.e.:
higher prices estimated than that in the tagline absence.
5.1.4 Discussion summary
The results make a consistent sense among themselves and align with suggestions from
the brand image analysis results. Not only do a missing brand statement and story inhibit
the consumer from truly understanding and appreciating the brand, but also damage the
brand image and value.
Compared to literature, the results also suggest that a handmade locally tagline does not
impact on brand in all the ways as literature suggests. Its uniqueness help enhance brand
image and value in many ways, as summarised in Figure 8 (page 80), and detailed
extensively by respondents in chapter four. This unique impact is furthered discussed
and applied in sub-chapters 5.2 and 5.3, respectively on theoretical and practical
contributions of this study.
All in all, it is concluded that a handmade locally tagline embraces the core image and
value of a brand in ways that other brand elements cannot. Therefore, this tagline
deserves a more prominent place in the marketing practice and literature.
66
5.2 Theoretical contributions
The results of this study seek to offer new speculations to the topic of local product and
handmade product branding. The newly contributed insight is the pragmatic influences
of a tagline on a brand image and value in the noteworthy context of consumptionscape.
This adds to brand and branding conversations among academia and business
practitioners.
In academia, this study adds a realistic demonstration to the point being made on how
stories and storytelling have been interpreted in several different ways (Gabriel & Lang,
1995). In similar manner to previous studies (Gabriel & Lang, 1995; Lundqvist et al.,
2013) this thesis confirms that tagline is an effective type of storytelling for brands.
While Lundqvist et al. (2013)found that making comparisons in between studies is
extremely difficult, this study suggests that making comparison between studies may not
be so necessary after all due to the variance of consumers’ consumptionscapes where the
brand either does or does not make sense. In contrary to the traditional view where the
brand image is considered the main projection of brand meaningfulness and consumer
is the passive receiver of brand communication, this thesis demonstrates that consumers
are active agents who take the sense-making and brand image formation in their own
hands. This confirms the views from Grönroos (2007); Li & Bernoff (2011); Rindell
(2013) and Rindell and Iglesias (2014) studies. The significance of unique
consumptionscapes extends the findings from Pizam & Tasci (2018) and Venkatraman
& Nelson (2008) on the topic of consumptionscape and brand meaningfulness. This
thesis also agrees and extends evidence for the interplays of elements in the study by
Stanton et al.(2012), i.e.: product quality, price, and health or lifestyle traits.
The present study results show the power of handmade locally tagline to enhance brand
image and value. In similar manner to the Munnukka & Järvi’s (2012) study, this thesis
confirms that the perceived brand value corresponds to the price category attribution.
Results from this thesis also confirm the consumers’ attention to the consumption of
more ecological products as depicted in previous studies (Barnett et al. 2005;
Diamantopoulos et al., 2003; Gabriel & Lang, 2005; Nousiainen et al., 2009; Shaw &
Clark, 1999; Strong, 1996), i.e. the eh handmade ones. The thesis results agree with
Abouab & Gomez’s (2015) view that handmade products are perceived as more natural
than machine-made ones, due to the human contact. Relating to the research by Ferreira
& Scaraboto (2016) on material in fashion consumerism, the results of this thesis reveals
67
that consumers do have a different preference of material when it comes to food
packaging, i.e. an environmentally friendly material rather than plastic. This may pave
way for research, perhaps on the consumer psychology and comparisons on material use,
given that both food and fashion are products that have a direct contact with consumers.
In terms of the local element, this study confirms that consumers prefer to buy local, as
also found in the study by Hacioğlu et al. (2016). Corresponding to Kallio’s research
(2018) on exchange as social practice and food collective in action, this study unfolds the
relevance of using a tagline in marketing as a mechanism useful for organising food
collective. By simply stating that a product is handmade locally, the food collective has
promoted the desirable value of a product being local and handmade. Marketing can
encourage a more ecological food system to emerge. The current food system has been
and will be a powerful framework for delivering local and handmade food supplied by
local farmers and producers. As Figure 8 on page 60 summarises and suggests, the brand
elements enhanced by the tagline are most significant to consumers. They create a great
starting point for development ideas and implementation for the stakeholders of the food
system. This form of initiative has been carried out increasingly in Finland (Fatlizard,
2018; Jymy, 2018; K-Supermarket, 2018; Saarioinen, 2018). The readily built systems
can provide infrastructural support for local food collectives. In the long run, this may
save costs for establishing future alternative food collectives, given that the incentives
are clear for a more sustainable development of food system/collective. Therefore, food
cooperatives are able to nurture and organise exchanges around ecologically and socially
sustainable practices.
5.3 Practical implications
In business, managers may have not been informed how a handmade locally tagline can
be used to create and reinforce brand associations. By referring to this thesis’ results,
they could adjust their communication more effectively, for example, in product
packaging, tagline formation and brand design to suit target consumers’
consumptionscapes. As a result, a handmade locally emphasise may form and maintain
a discussion about the brand factors that consumers see as meaningful in their everyday
processes. This is when consumptionscape comes about to support and strengthen the
characters of a brand.
Specifically, for customers, knowing how these types of taglines influence their
perception of brand image allows for a more relevant and informed purchase decision.
68
For example, one customer could find out why he or she keeps opting for handmade
locally products despite the possible higher price. Reversely, customers may find out how
seeing the products taglined as handmade and local does not change his or her consistent
shuffling between a product repertoire that includes more affordable brands. In other
words, it is an increase in consumptional autonomy and self-determination.
For sustainability managers, this study informs how using a handmade locally tagline on
brands may influence the logistics of and impacts of resources (Forno & Graziano, 2014)
such as suppliers, staff, distributor more efficiently. From the rationales behind
consumers’ choices, the decisions on organising resources would be more sensible. For
instance, if such taglines project a better brand image with less carbon footprint, the
managers could consider reallocating facilities to cater this promising arrangement. An
increase of economic options and autonomy. The new arrangement may be able to not
only maintain a lower environmental impact, but also stimulate the local market growth
via a better perceived image of the brand. This may eventually become a drop of water
that deepens the sea where hierarchies and priorities are being moved toward a future
sustainability (Mauerhofer, 2008).
It would be fair to caution brand managers against relying solely on tagline in their
marketing efforts. It is a part of the desirably harmonious and wholesome brand
signature and product design. A too sudden or optimistic change in a brand tagline would
alert consumers and pose enquiries among other stakeholders. Thus, it would be more
prudent approach if stakeholders are more prepared both mentally and logistically
before such an event.
5.4 Limitations and suggestions for future researches
As discussed in the previous chapters, this study has some limitations, some of which
suggest a direction for further research. One limitation is that the experiment is cross-
sectional study. It measured the consumer perspectives at a certain point in time and
could be extended to observe how time may transform the perception of brand image
and value, i.e.: via multiple tagline ad brand exposures. Thus, this creates a possible
direction for future research.
The measurement of price differences in the latter part of the experiment, though
benefits the understanding of tagline impact, is at a very basic level of brand value
measurement. This is due to the vastness and variety in the topic of brand value. The
sample size is also small, when considering its quantitative approach. In this way, future
69
research could test the findings further by trying with other brand value aspects.
Running the study on a larger quantitative scale also helps investigate consumers more
generally. Other quantity focuses studies can also focus on measuring the gap between
willingness-to-pay and the actual price paid for local handmade products, and
suggestions to minimise such gap.
While this present study recruited only Helsinki Metropolitan residents, future studies
can adopt a different viewpoint, i.e.: gender, national, cultural. Besides, could a
handmade locally tagline add value to brand of different nature, such as a business-to-
business brand?
In our study, the consumptionscape appeared to be decisive in the formation of brand
associations and value. Future researches could take this further by testing the
consumers in an even closer to reality consumption context, such as in their social
occasions or gatherings when the brand takes part. In other words, this is a new avenue
for future researches to venture on how brand elements are translated into different
meaningful images in consumer minds and their social groups. As in many research
settings, the researcher may choose a qualitative, quantitative or mix method by
weighting the strengths and limitations of each and all.
Future works could also study the dynamics between brand value and
consumptionscape. Topics of interest may go about the wonderous consumer
psychology, whether their own estimation of brand value comes first, or the
consumtionscape takes the lead in projecting brand value and filter brands for decision.
Finally, research can be taken onto a higher scale than consumer perspective. Among the
key interests are how companies and suppliers may view and support the livelihood of
local and handmade products in branding and local food system building. A possibility
maybe studying to develop a model that combines the local food collectives (Kallina,
2018) and current food cooperatives into a hybrid system. It may also be studied whether
this will format more business and/or pleasure for those who involve. Promising
research questions may be “How does the adoption of local and handmade brand
fluctuate in different consumptionscape settings?” or “How to build a hybrid food system
based on local produces for the local market?”.
70
6 REFERENCES
(2016). Let a Tagline Add Value To Your Brand. Nonprofit Communications Report, 14(2), p. 8.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36(1), 45-57.
Aaker, J. L. & Fournier, S. (1995). A brand as a character, a partner and a person: Three perspectives on the question of brand personality. Advances in Consumer Research, 22, 391-395.
Abouab, N. & Gomez, P. (2015). Human contact imagined during the production process increases food naturalness perceptions. Appetite, 91(C), pp. 273-277.
Aboulian, L. & MacBride, A. G. (2007): How easy is it to register your slogan? Brand Management, Vol. 14, No. 4, pp. 359-363.
Adslogan (2012) [Online]. Retrieved from www.adslogans.co.uk/site/page/hall-of-fame.php [Accessed on 13.2.2012]
Allagui, I. & Breslow, H. (2016). Social media for public relations: Lessons from four effective cases. Public Relations Review, 42(1), pp. 20-30.
Allio, D. J. & Allio, D. R. (2002). Coors Light in Puerto Rico: Battling for local dominance in a global market. Strategy & Leadership, 30(6), pp. 13-17.
Anantharam, A. (2017). “I can think, I can wait, I can fast”: Teaching food literature and experiential learning. Arts and Humanities in Higher Education, 16(2), pp. 209-220.
Araque-Padilla, R., Montero-Simó, M., Rivera-Torres, P. & Aragón-Gutiérrez, C. (2015). Moderating the Relationship Between Price and Perceived Value of Ethical Products. Journal of Agricultural and Environmental Ethics, 28(2), pp. 217-230.
Arnould & Wallendorf (1994) Market-Oriented Ethnography:Interpretation Building and Marketing Strategy Formulation, Journal of Marketing Research, 31, 484-504.
Asiakastieto (2018) Baba Foods Oy, [Online]. Retrieved from https://www.asiakastieto.fi/yritykset/fi/baba-foods-oy/25997978/taloustiedot
71
Bajaj, A. & Bond, S. (2018). Beyond Beauty: Design Symmetry and Brand Personality. Journal Of Consumer Psychology, 28(1), pp. 77-98.
Baltador, L. (2015). Sustainable development: Think global, act local – A case study in Ighiu, Romania. Vìsnik. Kiïvsʹkogo Nacìonalʹnogo Unìversitetu ìmenì Tarasa Ševčenka. Ekonomìka, 6(171), pp. 73-77.
Barber, N., Kuo, P., Bishop, M. & Goodman, R. (2012). Measuring psychographics to assess purchase intention and willingness to pay. Journal of Consumer Marketing, 29(4), pp. 280-292.
Barnett, C., Cloke, P., Clarke, N. and Malpass, A. (2005), Consuming Ethics: Articulating the Subjects and Spaces of Ethical Consumption. Antipode, 37: 23-45.
Belk & Kozinets (2005), Videography in marketing and consumer research, Qualitative Market Research: An International Journal, 8 (2), 128-141.
Beneke, J., Flynn, R., Greig, T., Mukaiwa, M. (2013). The influence of perceived product quality, relative price and risk on customer value and willingness to buy: A study of private label merchandise. Journal of Product & Brand Management, 22(3), pp. 218-228.
Björkstrand, K. (2012). Does brand strength affect consumers' attitude towards slogans? Assertation, Helsingfors: Svenska handelshögskolan.
Biggs, S. & Messerschmidt, D. (2005). Social responsibility in the growing handmade paper industry of Nepal. World Development, 33(11), pp. 1821-1843.
Boyle, D. (2004). Authenticity: Brands, fakes, spin and the lust for real life. London: Harper Perennial
Brodie, R. J. & Benson-Rea, M. (2016). Country of origin branding: An integrative perspective. Journal of Product & Brand Management, 25(4), pp. 322-336.
Capps, G. (2015) 6 Reasons Why Your Handmade Products Cost More [Online]. Retrieved from http://www.craftmakerpro.com/business-tips/6-reasons-why-your-handmade-products-cost-more [Accessed 20/06/18].
Carter, B. (2016) Millennial loyalty statistics: The ultimate collection, [Online]. Retrieved from http://blog.accessdevelopment.com/millennials-loyalty-statistics
Cole, E. J. & Fieselman, L. (2013). A community-based social marketing campaign at Pacific University Oregon. International Journal of Sustainability in Higher Education, 14(2), pp. 176-195.
72
Cowan, K. & Spielmann, N. (2018). Culture is in the "I" of the beholder: Identity confirmation in tourist advertisements. Journal of Business Research.
Crowley, J. (2018) Brooklyn brewery unveils cloaking device, [Online]. Retrieved from: https://onin.london/brooklyn-brewery-unveils-cloaking-device [Accessed 20/11/18].
Demirci, A. & Ngadi, M. (2012). Microbial decontamination in the food industry: Novel methods and applications. Cambridge; Philadelphia, Pa.: Woodhead Pub. Ltd
Devine-Wright, P. (2013). Think global, act local? The relevance of place attachments and place identities in a climate changed world. Global Environmental Change, 23(1), pp. 61-69.
Dewulf, J., Meester, S. D. & Alvarenga, R. (2016). Sustainability assessment of renewables-based products: Methods and case studies. Chichester, UK; Hoboken, NJ: John Wiley & Sons.
Diamantopoulos, A., Schlegelmilch, B., Sinkovics, R., Bohlen, G. (2003). Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research, 56(6), pp. 465-480.
Diamond, S. Schensul, J., Snyder, L., Bermudez, A., D’Alessandro, N., Morgan, D. (2009). Building Xperience: A Multilevel Alcohol and Drug Prevention Intervention. American Journal of Community Psychology, 43(3), pp. 292-312.
Dundon & Ryan (2010) Interviewing Reluctant Respondents: Strikes, Henchmen, and Gaelic Games, Organizational Research Methods, 13(3) 562-581.
Edwards, H. & Day, D. (2005). Passionbrands: Getting to the heart of branding. Young Consumers, 6(3), pp. 41-43.
Einstein, M. (2011). The Evolution of Religious Branding. Social Compass, 58(3), pp. 331-338.
Erdem, T. L. & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191-198.
Fatlizard (2018) Fat Lizard is a Finnish indie brewery specializing in super fresh and drinkable beers. [Online]. Retrieved from http://fatlizard.beer/wordpress [Accessed 10/05/18].
Feenstra, G. (1997) Local food systems and sustainable communities. American Journal of Alternative Agriculture 12(1):28–36.
73
Ferreira, M. C. & Scaraboto, D. (2016). "My plastic dreams": Towards an extended understanding of materiality and the shaping of consumer identities. Journal of Business Research, 69(1), pp. 191-207.
Ferreira, C. (2015) How 4 Handmade Goods Store Owners Turned Their Passions into Profit [Online]. Retrieved from https://www.shopify.com/blog/34038404-how-4-handmade-goods-store-owners-turned-their-passions-into-profit [Accessed 20/06/18].
Finder (2018) Baba Foods Oy, [Online]. Retrieved from https://www.finder.fi/Elintarvikkeita/Baba+Foods+Oy/Helsinki/yhteystiedot/2865372
Franklin, V. (2015) How 4 Handmade Goods Store Owners Turned Their Passions into Profit, [Online]. Retrieved from https://www.shopify.com/blog/34038404-how-4-handmade-goods-store-owners-turned-their-passions-into-profit [Accessed 20/06/18].
Franklin, V (2018) About Walnutstudiolo, [Online]. Retrieved from https://walnutstudiolo.com/pages/about [Accessed 20/06/18].
Fuchs, C., Schreier, M., Van Osselaer, S. (2015) The handmade effect. What's love got to do with it?, Journal of Marketing, 79 (2), pp. 98-110.
Fuertes-Olivera, P. A., Velasco-Sacristán, M., Arribas-Baño, A., Samaniego-Fernández, E. (2001). Persuasion and advertising English: Metadiscourse in slogans and headlines. Journal of Pragmatics, 33(8), pp. 1291-1307.
Foroudi, P. Gupta, S., Kitchen, P., Foroudi, M., Nguyen, B. (2016). A framework of place branding, place image, and place reputation. Qualitative Market Research: An International Journal, 19(2), pp. 241-264.
Forno, F. & Graziano, P. (2014). Sustainable community movement organisations. Journal of Consumer Culture, 14(2), pp. 139-157.
Fox, S. (2018). Domesticating artificial intelligence: Expanding human self-expression through applications of artificial intelligence in prosumption. Journal of Consumer Culture, 18(1), pp. 169-183.
Gabriel, Y. & Lang, T. (1995). The unmanageable consumer. Contemporary consumption and its fragmentation., London, SAGE Publications.
Gatrell, J., Reid, N., Steiger, T. (2018). Branding spaces: Place, region, sustainability and the American craft beer industry. Applied Geography, 90, pp. 360-370.
Gao, Z., Xu, J., H. Kim, J. (2013). The effect of racial cues on the reader's response to advertisements. Asia Pacific Journal of Marketing and Logistics, 25(3), pp. 510-532.
74
García-Rodríguez, F. J., Francisco J., Castilla-Gutiérrez, C., Bustos-Flores, C. (2013). Implementation of reverse logistics as a sustainable tool for raw material purchasing in developing countries: The case of Venezuela. International Journal of Production Economics, 141(2), pp. 582-592.
Gioia, D., Corley, K.G., and Hamilton, A.L. (2013) Seeking qualitative rigor in inductive research: note on the Gioia methodology, Organizational Research Methods, 16 (1), 15-31.
Grönroos, C. (2007). Service management and marketing: Customer management in service competition (3rd ed.). Chichester: Wiley.
Hacioğlu, Ü., Dinçer, H., & Alayoğlu, N. (Eds.). (2016). Global business strategies in crisis: strategic thinking and development.
Hampf, A. and Lindberg-Repo, K. (2011) Branding: The past, present and future: A study of the evolution and future of branding. Working papers: Hanken School of Economics.
Handmadeology (2011) Pricing For Time Intensive Handmade Items, [Online]. Retrieved from http://www.handmadeology.com/pricing-for-time-intensive-handmade-items [Accessed 20/06/18].
Harish, R. (2010). Brand architecture in tourism branding: The way forward for India. Journal of Indian Business Research, 2(3), pp. 153-165.
Hatfield, D. P., Sliwa, S., Folta, S., Economos, C., Goldberg, J. (2017). The critical role of communications in a multilevel obesity-prevention intervention: Lessons learned for alcohol educators. Patient Education and Counseling, 100(s1), pp. S3-S10.
Hoek, A., Pearson, D., James, S., Lawrence, M. & Friel, S. (2017). Healthy and environmentally sustainable food choices: Consumer responses to point-of-purchase actions. Food Quality and Preference, 58(C), pp. 94-106.
Holt, D. B. (2002). Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 29 (1 (June)), 70-90.
Hudson L. A. & Ozanne J.L. (1988), Alternative ways of seeking knowledge in consumer research, Journal of Consumer Research, 14 (4), 508-520.
Huhman, M., Berkowitz, J., Wong, F., Prosper, E., Gray, M., Prince, D., Yuen, J. (2008). The VERB ™ Campaign's Strategy for Reaching African-American, Hispanic, Asian, and American Indian Children and Parents. American Journal of Preventive Medicine, 34(6), pp. S194-S209.
75
Ille, F. R. (2009). Building Chinese global brands through soft technology transfer. Journal of Chinese Economic and Foreign Trade Studies, 2(1), pp. 47-61.
Iskulauserekisteri (2018) [Online]. Retrieved from https://www.mark.fi/iskulauserekisteri [Accessed 10/05/18]
Janery, J. (2015) Why are handmade products so expensive? [Online]. Retrieved from http://theborrowedabode.com/2015/11/why-are-handmade-products-so-expensive [Accessed 10/06/18]
Johansson, U. & Thelander, Å. (2009). A standardised approach to the world? IKEA in China. International Journal of Quality and Service Sciences, 1(2), pp. 199-219.
Jymy (2018) Jymy – It’s true love, [Online]. Retrieved from http://www.jymy.fi/en/jymy-its-true-love/#luomu. [Accessed 10/05/18]
K-Supermarket (2018) K-Supermarket tukee pien- ja lähituottajia, [Online]. Retrieved from https://www.k-supermarket.fi/paikallista-sinulle. [Accessed 10/05/18].
Kallio, G. (2018) The Visible Hands: An ethnographic inquiry into the emergence of food collectives as a social practice for exchange, Unpublished dissertation, Aalto University, Department of Management Studies.
Kapferer, J. (2008). The new strategic brand management creating and sustaining brand equity long term. 4th edition, London: Kogan Page.
Keith, S. & Silies, M. (2015). New life luxury: Upcycled Scottish heritage textiles. International Journal of Retail & Distribution Management, 43(10/11), pp. 1051-1064.
Kennedy, M. (2006). A Guide to Interview Guides, [Online]. Retrieved from https://msu.edu/user/mkennedy/digitaladvisor/Research/interviewing.htm. [Accessed 24/02/ 2018]
Keohane, K. (2014). Brand and Talent. London: Kogan Page.
Khan, S. & Mohsin, M. (2017). The power of emotional value: Exploring the effects of values on green product consumer choice behavior. Journal of Cleaner Production, 150, pp. 65-74.
Kladou, S., Kavaratzis, M., Rigopoulou, I., Salonika, E. (2016). The role of brand elements in destination branding. Journal of Destination Marketing & Management, 6(4).
Kohli, C., Leuthesser, L. And Suri, R. (2007). Got slogan? Guidelines for creating effective slogans, Business Horizons, Vol. 50 Issue 5, pp. 415-422.
76
Kotler, P. (2011) Reinventing marketing to manage the environmental imperative, J. Mark, 75 (132) (2011), pp. 135-140.
Kotler, P. (2003) Marketing Management, eleventh ed., Prentice Hall, Upper Saddle River, NJ.
Kovacs, B., Carroll, G., Lehman, D. (2014). Authenticity and Consumer Value Ratings: Empirical Tests from the Restaurant Domain. Organization Science, 25(2), pp. 458-478.
Lautenslager, A. (2014). Market Like You Mean It: Engage Customers, Create Brand Believers, and Gain Fans for Everything You Sell. Irvine: Entrepreneur Press.
Lazar, M. M. (2009). Entitled to consume: Postfeminist femininity and a culture of post-critique. Discourse & Communication, 3(4), pp. 371-400.
Lefebvre, R. C. (2011). An integrative model for social marketing. Journal of Social Marketing, 1(1), pp. 54-72.
Lex (2011) Why handmade is “so expensive” [Online]. Retrieved from https://whatthecraft.com/overpriced-cant-afford-handmade-pricing [Accessed 20/06/18]
Li, C. & Bernoff, J. (2011) Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies. Harvard Business Review Press.
Lincoln, Y. S. & Guba, E. E. (1986). RESEARCH, EVALUATION, AND POLICY ANALYSIS: HEURISTICS FOR DISCIPLINED INQUIRY. Review of Policy Research, 5(3), pp. 546-565.
Liu, R. L., Sprott, D. E., Spangenberg, E. R., Czellar, S., Voss, K. E. (2018). Consumer preference for national vs. private brands: The influence of brand engagement and self-concept threat. Journal of Retailing and Consumer Services, 41, pp. 90-100.
Lundqvist, A., Liljander, V., Gummerus, J. and van Riel, A. (2013) The impact of storytelling on the consumer brand experience: the case of a firm-originated story, Journal of Brand Management, 20, 283-297.
Lush (2018) Lush: Fresh Handmade Cosmetics, [Online]. Retrieved from https://www.lush.com [Accessed 10/06/18].
Macklin, M. (1985). Is it always as simple as "keep it simple!”? Journal of Advertising, 14(4), pp. 28-35.
Mantonakis, A. (2012). A Brief Pause between a Tagline and Brand Increases Brand Name Recognition and Preference. Applied Cognitive Psychology, 26(1), pp. 61-69.
77
Mauerhofer, V. (2008). 3-D Sustainability: An approach for priority setting in situation of conflicting interests towards a Sustainable Development. Ecological Economics, 64(3), pp. 496-506.
Mcdivitt, J. (2003). Is There a Role for Branding in Social Marketing? Social Marketing Quarterly, 9(3), pp. 11-17.
Meade, M. R. & Robles, J. (2017). Historical and existential coherence in political commercials. Discourse & Communication, 11(4), pp. 404-432.
Miletsky, J. I. & Smith, G. (2009). Perspectives on branding. Boston, Mass. ; London: Course Learning.
Mittal, B. (2002). Services communications: From mindless tangibilization to meaningful messages. Journal of Services Marketing, 16(5), pp. 424-431.
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), pp. 200-218.
Moskowitz, H. R., Krieger, B. & Barash, J. (1997). The impacts of Product acceptability, Brand value and price on response of foodservice professionals to bulk turkey. Journal of Food Quality, 20(6), pp. 533-546.
Munnukka, J. & Järvi, P. (2012). The price-category effect and the formation of customer value of high-tech products. Journal of Consumer Marketing, 29(4), pp. 293-301.
Negrin, L. (2015). The Contemporary Significance of ‘Pauperist’ Style. Theory, Culture & Society, 32(7-8), pp. 197-213.
Nousiainen, M., Pylkkänen, P., Saunders, F., Seppänen, L. and Vesala, K. (2009) 'Are Alternative Food Systems Socially Sustainable? A Case Study from Finland', Journal of Sustainable Agriculture, 33:5, 566 — 594
Otterbring, T., Shams, P., Wästlund, E., Gustafsson, A. (2013). Left isn't always right: Placement of pictorial and textual package elements. British Food Journal, 115(8), pp. 1211-1225.
Papaoikonomou, E., Ryan, G., Valverde, M. (2011), Mapping ethical consumer behavior: integrating the empirical research and identifying future directions, Ethics Behaviours, 21 (3), pp. 197-221.
Perey, R. (2014). Organizing Sustainability and the Problem of Scale. Organization & Environment, 27(3), pp. 215-222.
Pizam, A. & Tasci, A. (2018). Experienscape: Expanding the concept of servicescape with a multi-stakeholder and multi-disciplinary approach (invited paper for
78
‘luminaries’ special issue of International Journal of Hospitality Management). International Journal of Hospitality Management.
Polsa, P. (2016). Marketing thought follows the circle of consumption. Australasian Marketing Journal (AMJ), 24(3), pp. 252-253.
Ponterotto, J.G. (2005), Qualitative research in counseling psychology: A primer on research paradigms and philosophy of science. Journal of counseling psychology, 52(2).
Porter, N. (2016) "Single-minded, compelling, and unique": Visual communications, landscape, and the calculated aesthetic of place branding. 79-102.
Pratap Jain, S., Buchanan, B., Maheswaran, D. (2000). Comparative Versus Noncomparative Advertising: The Moderating Impact of Prepurchase Attribute Verifiability. Journal of Consumer Psychology, 9(4), pp. 201-211.
Quinn, G. , Bell-Ellison, B.A., Loomis, W., Tucci, M. (2007). Adolescent perceptions of violence: Formative research findings from a social marketing campaign to reduce violence among middle school youth. Public Health, 121(5), pp. 357-366.
Tigrezno (2016) Is it me or most things in Etsy are expensive? [Online]. Retrieved from www.reddit.com/r/Etsy/comments/3effpo/is_it_me_or_most_things_in_etsy_are_expensive [Accessed 20/06/18].
Ranasinghe, W. T., Thaichon, P., Ranasinghe, M. (2017). An analysis of product-place co-branding: The case of Ceylon Tea.Asia Pacific Journal of Marketing and Logistics, 29(1), pp. 200-214.
Rindell, A., (2013). Time in corporate images: Introducing image heritage and image-in-use. Qualitative Market Research: An International Journal, 16(2), pp. 197–213.
Rindell, A. and Iglesias, O. (2014). Context and Time in Brand Image Constructions. Journal of Organizational Change Management, 27(5), pp. 756-768.
Saarioinen (2018) Kasvislasagne 300 g, [Online]. Retrieved from https://www.saarioinen.fi/tuote/kasvislasagne-300-g [Accessed 10/07/18].
Şahin, B. & Kalyoncuoğlu, S. (2014). Evaluation Within the Scope of Standardization and Adaptation of the Product Decisions Strategies Implemented by Unilever Knorr in the Turkish Market. İşletme Araştırmaları Dergisi, 6(4), pp. 87-119.
Salem Khalifa, A. (2009). Drawing on students' evaluation to draw a strategy canvas for a business school. International Journal of Educational Management, 23(6), pp. 467-483.
79
Samet, E. D. (2005). Leaving No Warriors Behind: The Ancient Roots of a Modern Sensibility. Armed Forces & Society, 31(4), pp. 623-649.
Saunders, M., Lewis, P. & Thornhill, A. (2009) Research Methods for Business Students, 5th edition. Harlow: FT Prentice Hall.
Seht, H. (2001). Think global, act local — and benefit? Raumforschung und Raumordnung, 59(2), pp. 205-215.
Sharma, K. & Garg, S. (2016). An Investigation into Consumer Search and Evaluation Behaviour: Effect of Brand Name and Price Perceptions. Vision: The Journal of Business Perspective, 20(1), pp. 24-36.
Shaw, D. & Clark, I. (1999) Belief formation in ethical consumer groups: an exploratory study, Marketing Intelligence & Planning, Vol. 17 Issue: 2, pp.109-120.
Sellers, R. (2016) Would you Pay a Price Premium for a Sustainable Wine? The Voice of the Spanish Consumer, Agriculture and Agricultural Science Procedia, Volume 8, Pages 10-16.
Sheth, J., Newman, B. & Gross, B. (1991) Why we buy what we buy: A theory of consumption values, Journal of Business Research, Vol. 22, Issue 2, Pp. 159-170
Silverman, D. (2005, p. 39) Doing Qualitative Research: A Practical Handbook, Sage, Second Edition.
Silva, A., Bioto, A., Efraim, P., Queiroz, G. (2017). Impact of sustainability labeling in the perception of sensory quality and purchase intention of chocolate consumers. Journal of Cleaner Production, 141, pp. 11-21.
Slade-Brooking, C. (2016). Creating a brand identity: A guide for designers. London, England: Laurence King Publishing.
Stanton, J., Wiley, J. & Wirth, F. (2012). Who are the locavores? Journal of Consumer Marketing, 29(4), pp. 248-261
Steingard, D. S. & Fitzgibbons, D. E. (1995). Challenging the juggernaut of globalization. Journal of Organizational Change Management, 8(4), pp. 30-54.
Strom, E. & Kerstein, R. (2015). Mountains and muses: Tourism development in Asheville, North Carolina. Annals of Tourism Research, 52, pp. 134-147.
Strong, C. (1996). Features contributing to the growth of ethical consumerism - a preliminary investigation. Marketing Intelligence & Planning, 14(5), pp. 5-13.
Spiggle S. (1994) Analysis and interpretation of qualitative data in consumer research. Journal of Consumer Research, 21 (3), 491-503.
80
Struthers, A. & Wang, M. (2016). Buzz Agents in a Teen-Driven Social Marketing Campaign: Positive Campaign Attitude Leads to Positive Changes in Health Outcomes. Social Marketin Quarterly, 22(3), pp. 218-235.
Sullivan, L. (2016). Hey, Whipple, squeeze this: The classic guide to creating great ads (Fifth edition.). Hoboken, New Jersey: Wiley.
Terry-Mcelrath, Y. M., Emery, S., Szczypka, G., Johnston, L. D. (2011). Potential exposure to anti-drug advertising and drug-related attitudes, beliefs, and behaviors among United States youth, 1995–2006. Addictive Behaviors, 36(1), pp. 116-124.
Theocharous, A. (2015). Food advertising as a mirror of intercultural differences: The case of the UK and Greece. British Food Journal, 117(4), pp. 1256-1272.
Tovey, H. 2002. Alternative agriculture movements and rural development cosmologies. Journal of Sociology of Agriculture and Food, 10(1);1–11.
Triantos, A., Plakoyiannaki, E., Outra, E. & Petridis, N. (2016). Anthropomorphic packaging: Is there life on “Mars”? European Journal of Marketing, 50(1/2), pp. 260-275.
Vainu (2018) Baba Foods Oy, [Online]. Retrieved from https://vainu.io/company/Baba+Foods+Oy/557151
Van Rompay, T., Deterink, F. & Fenko, A. (2016). Healthy package, healthy product? Effects of packaging design as a function of purchase setting. Food Quality and Preference, 53, pp. 84-89.
Venkatraman, M. & Nelson, T (2008). From servicescape to consumptionscape: A photo-elicitation study of Starbucks in the New China. Journal of International Business Studies, 39(6), pp. 1010-1026.
Verspagen, S. (2017) Why does handmade cost so much? [Online]. Retrieved from https://ashtowncreations.ca/blogs/news/why-does-handmade-cost-so-much [Accessed 20/06/18].
Vignali, C. (2001). McDonald’s: “think global, act local” – the marketing mix. British Food Journal, 103(2), pp. 97-111.
Wallendorf & Belk (1989). Assessing Trustworthiness in Naturalistic Consumer Research, in Interpretive Consumer Research, Elisabeth Hirschman, ed., Provo, UT: Association for Consumer Research, 69–84.
Wallendorf & Brucks (1993). Introspection in Consumer Research: Implementation and Implications, Journal of Consumer Research, 20, 339-359.
81
Wheeler, A. & Millman, D. (2017). Designing Brand Identity: An Essential Guide for the Whole Branding Team (5th ed.). Somerset: John Wiley & Sons, Incorporated.
Wong, I. (2012) What's the difference between a tagline, a slogan, and a mission statement?, Available from: https://www.quora.com/Whats-the-difference-between-a-tagline-a-slogan-and-a-mission-statement, [Accessed 18/05/18].
Woo Jun, J. & Lee, HS. (2007). Cultural differences in brand designs and tagline appeals. International Marketing Review, 24(4), pp. 474-491.
World Commission on Environment and Development (1987). Our common future. Oxford University Press, Oxford.
Wu, F. (2000). Place promotion in Shanghai, PRC. Cities, 17(5), pp. 349-361.
Xie, G., Madrigal, R., Boush, D. (2015). Disentangling the Effects of Perceived Deception and Anticipated Harm on Consumer Responses to Deceptive Advertising. Journal of Business Ethics, 129(2), pp. 281-293.
Yeoh, B. & Lam, T. (2016). Immigration and Its (Dis)Contents: The Challenges of Highly Skilled Migration in Globalizing Singapore. American Behavioral Scientist, 60(5-6), pp. 637-658.
Zafirovski, M. (2000). An Alternative Sociological Perspective on Economic Value: Price Formation as a Social Process. International Journal of Politics, Culture, and Society, 14(2), pp. 265-295.
82
7 APPENDICES
7.1 Appendix 1: Article topics
From search outcomes, article topics and contents show an irrelevance. Exampled below
are topics from two closet search outcomes to the present topic.
Search term combination: Slogan brand handmade local resulted in 18 articles. Only
the 8th and 11th articles are remotely related to the topic of this study, yet their slogans
are irrelevant. The article topics were:
1. Place area
2. Place country
3. Cultural media
4. Bamboo production
5. Facebook infrastructure
6. Mail art network
7. Protest camps and marketing practices
8. Terroirist social movement in wine production in Spain
The slogan Manifiesto Matador does not contain local or handmade elements
9. Anti-nuclear protest in Tokyo
10. Art/History of Resistance
11. Materiality and the shaping of consumer identities
The slogan “Always the same, always different” does not contain local or handmade
elements
12. Place Redevelopment in Asheville, North Carolina
13. Accounting in the mirror of popular music
14. Open Source Urbanism
15. The Stockholm riots – a moment for social justice
16. Blood Donation and the Scenography of `National Integration' in India
17. Advancing tobacco control in Indonesia
18. Artistic prosumption
Search term combination: Brand handcraft local resulted in 2 articles. The article topics
were:
1. Resale prices in franchising: insights from franchisee perspectives
2. Sleep Deprivation Impairs and Caffeine impact on Performance
83
7.2 Appendix 2: Other reasons for price estimation and willingness to pay
Table 14 Other reasons for price estimation and willingness to pay
Non-tagline group Tagline group
Lifestyle
Student budget
Lifestyle
Vegan,
Vegetarian,
Unmatched lifestyle,
Consumption habit.
Unsatisfied sensations
Missing garlic,
Very dry and tedious colours.
Intrigued sensations
Doesn’t make an impression of a cheap product,
Well spiced, smells nice, creamy,
Just a bit salty, smells interesting,
I expected some more texture in it,
All the products tasted are delicious.
Portion size
Need to add quite a lot of other
supplies to make a nice meal,
Need larger packaging.
Portion size
This can’t be all eaten in one go.
Social trend
Vegan foods are usually more expensive.
Competition
Price comparison
If I have the ability to buy the
cheaper one, I will rather buy it. The
brand is reliable, but not enough to
stand out in the food market.
Competition
Not the worst brand out there in the market.
It is quite expensive, and I understand that if it’s
handmade you could obviously ask for more.
Even though they can be pricier, I would still
buy them.
