Package design issues are rapidly gaining the attention of product managers as evidence indicates that a majority of consumers are making choice decisions at point of purchase. In this research, the authors conceptualize and develop a scale to measure communicative effects of package design. And we suggest empirical based guidelines to assist managers in selecting or modifying package designs to achieve desirable consumer responses. Via factor, item, and reliability analyses, the final 15-item form for the four dimensions was derived: novel & unique, comprehensible, familiar, and sophisticated. The stability of the four dimension structure was assessed and validated using confirmatory factor analysis. Finally, the theoretical and practical implications regarding the package designs are discussed.

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This study examines, based on sound symbolism, the effect of brand name sound on brand evaluation. The results indicate that 1) the type of vowels included in brand name have an effect on product attribute associations (e.g., size, shape), 2) the degree of fit between sound of brand name and product category, between its sound and product attribute increase perceived quality, brand image, and purchase intention. These results suggest that sound based brand name development is useful for creating effective brand name.

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The purposes of this study are to analyze users’ evaluation pattern of non-face-to-face services and to consider its business implications. Based on the qualitative research on four services by using laddering method, the principal element of evaluation that users perceive at a time transfers from ‘Speed’ to ‘Assurance’ and finally to ‘Empathy’ as the service concerned proceeds. Non-face-to-face services that involve computer and information technology at the service encounter, as well as traditional face-to-face services, should be analyzed not only from the result but also from the service process.

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