Page 196 - MARSIUM'21 COMP OF PAPER

174 Fatin Nazurah (2022)

2.2 BRAND ELEMENTS

The brand elements of a company or organisation are the physical characteristics that contribute to the visual and aural identification of the
brand; for example, a logo, symbol, design, word mark, packaging or any other graphic that quickly recognises the product (Hudson 2016;
Wang & Tzeng 2012). These characteristics are crucial for product distinctiveness and consumer engagement, which may have a detrimental
influence on an organization's brand identity if not handled appropriately (Pawaskar & Goel 2014). However, brand elements are an
organization's assets that must be protected in the promise given to consumers to sustainably increase customer loyalty.
According to Ismail et al. (2016), "brand elements act as a graphical signal and recognition that organisations utilise to assist customers in
recognising and identifying their brand." Guido, Pichierri, Nataraajan, and Pino (2016) will describe more detail on establishing identities
and cultivating client loyalty. Raffelt, Schmitt, and Meyer (2013:3), "graphical representation is a type of message, and research has indicated
that design features support the creation of brand attitudes and have an effect on brand strength." Thus, brand elements assist organisations
in designing and defining product brands which properly link the brand personality in the minds of consumers (Round & Roper 2015). Brand
aspects both generate a positive image and inform customers about the brand. Besides that, brand elements are strategic characteristics and
characters that distinguish one competitor's product from those of others, perhaps simplifying and enhancing the process of purchase intention
for consumers (Erdil 2015; Oppong & Phiri 2018). Brand elements represent an organization's values in such a way that its major brands
gain strategic relevance in catching customer attention and thereby generating a vibrant corporate brand.

2.2.1 Packaging

Humanlike or anthropomorphic characteristics are a popular trend in packaging design. According to a recent survey of the packaging of the
Nielsen Top 100 supermarket brands, more than 45% of products in the drinks, sweets, and home categories have at least one verbal, pictorial,
or structural anthropomorphic element in their package design (Triantos, Plakoyiannaki, Outra, & Petridis, 2016). For example, Amora, for
example, distributes tomato ketchup under the brand name "Mr. Ketchup" (i.e., verbal anthropomorphism) in containers depicting a male
figure wearing a cape (i.e., pictorial anthropomorphism) with a cap resembling a head and a cloven base like two feet (i.e., structural
anthropomorphism).

The widespread usage of anthropomorphic themes on packaging corresponds to consumers' proclivity for human analogies (Epley, Waytz,
& Cacioppo, 2007; Guthrie, 1995). Individuals are more likely to intuitively anthropomorphize objects with humanlike facial traits, such as
eyes (Jipson & Gelman, 2007; Landwehr, McGill, & Herman, 2011) or mouths (Landwehr et al., 2011). While previous studies have
concentrated on consumer impressions of objects with humanlike facial characteristics (e.g., Aggarwal & McGill, 2007; Hur, Koo, &
Hofmann, 2015; Keaveney, Herrmann, Befurt, & Landwehr, 2012; Kim, Chen, & Zang, 2016; Landwehr et al., 2011)

According to Satish and Peter (2004), a consumer's knowledge about a product influences their purchasing choice (purchase intention).
Packaging design, consumer education, and celebrity endorsements all influence purchase intention (Shafiq, R. et al. 2011). Bone and France
(2001) assert that the pictorial component of packaging influences or modifies the consumer's belief. However, on the product label, verbal
information communicates more information than visual. Attractive packaging is necessary for establishing a competitive advantage over
rivals since time is limited and everyone is busy with their job. Visual packaging is more significant than verbal packaging (Rita Kuuykate
2009). Graphics and colour are also important in packing since they create an image in the customer's mind. Grossman and Wisenblit (1999)

H1: Animation characters in packaging has significant relationship with youngster’s purchase intention.

2.2.2 Logo

The American Marketing Association defines "brand" as "a name, word, design, or symbol, or a combination of these, designed to identify
and distinguish the products or services of one seller or group of sellers from those of rivals." In other words, brands serve as a method of
distinguishing oneself from rivals (or potential competitors). The concept of a brand as a logo is oriented around the product and the maker
(e.g., Crainer, 1995; Arnold, 1992). Consumers are not passive recipients of brand marketing activity; rather, branding is something
consumers do (Meadows, 1983).

Using anthropomorphized in business may help customers make purchasing decisions based on their desire to connect with a social entity.
(Fournier, 1998; Puzakova & Kwak, 2017).If creating social interactions with animate objects may make individuals feel less lonely, it can
also help them feel more in control of their surroundings (what MacInnis and Folkes [2017] referred to as an "effective incentive"). From
this vantage point, businesses are employed to satiate social needs not through their perceived warmth, but rather a need for control
through their perceived capacity to assist customers in accomplishing tasks and achieving desired results (Fournier & Alvarez, 2012.
Khenfer et al., 2017). Thus, brand anthropomorphism may motivate purchase based on the brand's potential utility, thereby creating
hierarchical consumer brand connections and endowing customers with a position of power over the brand.

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