• Journal of Global Scholars of Marketing Science
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• v.20 no.3
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• pp.231-238
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• 2010

The anthropomorphism of brands, defined as seeing human beings in brands (Puzakova, Kwak, and Rosereto, 2008) is the focus of this study. Specifically, the research objective is to understand the ways in which brands are rendered humanlike. By analyzing consumer readings of stories found on food product packages we intend to show how marketers and consumers humanize a spectrum of brands and create meanings. Our research question considers the possibility that a single brand may host multiple or single meanings, associations, and personalities for different consumers. We start by highlighting the theoretical and practical significance of our research, explain why we turn our attention to packages as vehicles of brand meaning transfer, then describe our qualitative methodology, discuss findings, and conclude with a discussion of managerial implications and directions for future studies. The study was designed to directly expose consumers to potential vehicles of brand meaning transfer and then engage these consumers in free verbal reflections on their perceived meanings. Specifically, we asked participants to read non-nutritional stories on selected branded food packages, in order to elicit data about received meanings. Packaging has yet to receive due attention in consumer research (Hine, 1995). Until now, attention has focused solely on its utilitarian function and has generated a body of research that has explored the impact of nutritional information and claims on consumer perceptions of products (e.g., Loureiro, McCluskey and Mittelhammer, 2002; Mazis and Raymond, 1997; Nayga, Lipinski and Savur, 1998; Wansik, 2003). An exception is a recent study that turns its attention to non-nutritional packaging narratives and treats them as cultural productions and vehicles for mythologizing the brand (Kniazeva and Belk, 2007). The next step in this stream of research is to explore how such mythologizing activity affects brand personality perception and how these perceptions relate to consumers. These are the questions that our study aimed to address. We used in-depth interviews to help overcome the limitations of quantitative studies. Our convenience sample was formed with the objective of providing demographic and psychographic diversity in order to elicit variations in consumer reflections to food packaging stories. Our informants represent middle-class residents of the US and do not exhibit extreme alternative lifestyles described by Thompson as "cultural creatives" (2004). Nine people were individually interviewed on their food consumption preferences and behavior. Participants were asked to have a look at the twelve displayed food product packages and read all the textual information on the package, after which we continued with questions that focused on the consumer interpretations of the reading material (Scott and Batra, 2003). On average, each participant reflected on 4-5 packages. Our in-depth interviews lasted one to one and a half hours each. The interviews were tape recorded and transcribed, providing 140 pages of text. The products came from local grocery stores on the West Coast of the US and represented a basic range of food product categories, including snacks, canned foods, cereals, baby foods, and tea. The data were analyzed using procedures for developing grounded theory delineated by Strauss and Corbin (1998). As a result, our study does not support the notion of one brand/one personality as assumed by prior work. Thus, we reveal multiple brand personalities peacefully cohabiting in the same brand as seen by different consumers, despite marketer attempts to create more singular brand personalities. We extend Fournier's (1998) proposition, that one's life projects shape the intensity and nature of brand relationships. We find that these life projects also affect perceived brand personifications and meanings. While Fournier provides a conceptual framework that links together consumers’ life themes (Mick and Buhl, 1992) and relational roles assigned to anthropomorphized brands, we find that consumer life projects mold both the ways in which brands are rendered humanlike and the ways in which brands connect to consumers' existential concerns. We find two modes through which brands are anthropomorphized by our participants. First, brand personalities are created by seeing them through perceived demographic, psychographic, and social characteristics that are to some degree shared by consumers. Second, brands in our study further relate to consumers' existential concerns by either being blended with consumer personalities in order to connect to them (the brand as a friend, a family member, a next door neighbor) or by distancing themselves from the brand personalities and estranging them (the brand as a used car salesman, a "bunch of executives.") By focusing on food product packages, we illuminate a very specific, widely-used, but little-researched vehicle of marketing communication: brand storytelling. Recent work that has approached packages as mythmakers, finds it increasingly challenging for marketers to produce textual stories that link the personalities of products to the personalities of those consuming them, and suggests that "a multiplicity of building material for creating desired consumer myths is what a postmodern consumer arguably needs" (Kniazeva and Belk, 2007). Used as vehicles for storytelling, food packages can exploit both rational and emotional approaches, offering consumers either a "lecture" or "drama" (Randazzo, 2006), myths (Kniazeva and Belk, 2007; Holt, 2004; Thompson, 2004), or meanings (McCracken, 2005) as necessary building blocks for anthropomorphizing their brands. The craft of giving birth to brand personalities is in the hands of writers/marketers and in the minds of readers/consumers who individually and sometimes idiosyncratically put a meaningful human face on a brand.

• KOREAN JOURNAL OF PACKAGING SCIENCE & TECHNOLOGY
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• v.22 no.3
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• pp.127-134
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• 2016

In this study, Biodegradable masterbatch (M/B) was prepared by different kinds and content of biodegradable catalysts added to oxo biodegradable plastics. The bio film was prepared by adding biodegradable M/B to the polyethylene pellet, and the change of physical properties by UV and heat treatment and the stability as food packaging material were confirmed. As a result of the physical property change, Fe salt and Al salt bio film was superior to Ni salt bio film about a decrease in physical property. However, considering the raw material cost and industrial availability, M/B containing Fe salt was selected and additional experiments were conducted by concentration. The bio films prepared with Fe salt M/B 1.0, 1.5 and 2.0 wt% showed excellent physical properties.

• Journal of Korea Technical Association of The Pulp and Paper Industry
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• v.36 no.1
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• pp.49-60
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• 2004

Life Cycle Assessment for the pulp, which is mainly used as the raw material of fine paper, base paper for food packaging and paper cup, has been carried out in this study to consider environmental aspects by quantifying the environmental emission and to evaluate its environmental impact potential. The system boundary was selected from cradle to gate stage(raw material acquisition, transportation of raw material and product manufacturing) of the product. Environmental impact was divided into 8 categories considering Korean situation: abiotic resource depletion, global warming, ozone depletion, acidification, eutrophication, photochemical oxidant creation, ecotoxicity and human toxicity. In Life Cycle Impact Assessment(LCIA) methodology phase, Ecopoint, Eco-indicator 95 and Korean eco-indicator were used and the results carried out by each methodology were compared. The results from this study were also compared with those of foreign study to verify the reliability of the results. The results of the study could be utilized as the basic data for Environmental Management System(EMS), Design for Environment(DfE) and Type III eco-labeling in the paper and paper-related industry.

• KOREAN JOURNAL OF PACKAGING SCIENCE & TECHNOLOGY
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• v.19 no.2
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• pp.109-115
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• 2013

Glass bottle lightness index has been used as a guideline for the lightness of glass bottle. In this study, we developed a glass bottle lightness index (L) by modifying Emhart's lightness index. Domestic and foreign glass bottle products were collected in Korean market and classified into two groups, returnable bottle and one way glass bottle. Emptied glass bottle weight and volume were measured and written product's content volume were recorded to calculate the L value. Based on L value, 'acceptable' and 'optimum' criteria for design guideline of glass bottle were established for both returnable and one way glass bottles. Many of one way glass bottles failed to meet acceptable criteria (L=1.0), while returnable glass bottles mostly satisfied acceptable range (L=1.4). Few of one way glass bottles were even heavier than returnable glass bottles. Generally lightness index (L) of small size drink glass bottles (100 ml) were above 1.0, while these of juice glass bottles (180 ml) were close to acceptable criteria. Most foreign sauce glass bottles met the acceptable level, however most domestic souse glass bottles failed to satisfy acceptable criteria. A few foreign beer glass bottles satisfied optimum criteria, while most domestic beer glass bottles were acceptable level. Our results reveal that domestic glass bottles are mostly heavier than foreign glass bottles. In this paper, we suggest the use glass bottle lightness index as a design guideline for material resource reduction of glass bottle for Korean food and beverage industries.

• Journal of the Korean Society of Food Science and Nutrition
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• v.41 no.9
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• pp.1274-1280
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• 2012

Defatted grape seed meal protein (DGP) was extracted, and DGP films containing various plasticizers were prepared. To improve the mechanical properties of DGP film, nanoclay or gelatin was incorporated in the film-forming solution to manufacture DGP composite films. Among the plasticizers of fructose (FRU), sucrose (SUC), and polypropylene glycol (PPG), DGP film containing a SUC : PPG ratio of 2.5:0.5 exhibited the best film-forming ability. Addition of Cloisite $Na^+$ improved the mechanical properties of DGP film. Tensile strength (TS) and elongation at break (E) of the film containing 5% Cloisite $Na^+$ were 1.45 MPa and 71.97%, respectively. Regarding the DGP/gelatin composite films, TS and water vapor permeability (WVP) increased with increasing gelatin amount, whereas E decreased. In particular, the DGP/gelatin (2:2) composite film exhibited 20.95 MPa TS and 12.25% E. These results suggest that the DGP film prepared from defatted grape seed meal can be used as a food packaging material.

• Food Science and Preservation
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• v.20 no.5
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• pp.602-607
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• 2013

Correct packaging enables processors to pack fresh produce and extend its shelf life. This study was carried out to investigate the effect of different packaging materials on the weight loss, pH, $O_2$, $CO_2$ and sensory characteristics of soybean sprouts during their storage at $5^{\circ}C$ for seven days. Soybean sprouts ($320{\pm}20g$) were packaged with oriented polypropylene (OPP) and cast polypropylene (CPP) films, respectively. The $O_2$ transmission rate of the packaging materials was set to have a control of $10,000cc/m^2$.day.atm, and an OP15 and CP15 with $15,000cc/m^2$.day.atm through a pre-screening test. The average weight loss of the soybean sprouts during their storage was less than 10%, and that of the soybean sprouts with a CPP film was higher than that of the OPP film. The pH of the soybean sprouts increased during their storage regardless of their packaging materials; but compared to the pH of the soybean sprouts packaged with OPP, those packaged with CPP were higher. The $CO_2$ content of the packaging increased with a decrease in the $O_2$ content. The ratio of $CO_2$ to $O_2$ in the soybean sprouts with the OPP film was 3.5 times higher than in the soybean sprouts with the CPP film. The results of the overall sensory test showed that the marketability of the soybean sprouts packaged with OPP film and stored at $5^{\circ}C$ seemed to have been maintained effectively for six days (at a $15,000cc/m^2$.day.atm $O_2$ transmission rate). When the correlation coefficients of the control, OP15 and CP15 were analyzed, the highest correlation was shown between a control and OP15 (0.986; p<0.01).

• Korean Journal of Food Science and Technology
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• v.19 no.2
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• pp.176-180
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• 1987

The sorption characteristics of dried garlic flakes stored at various relative humidity and storage temperature were studied. At low relative humidity below RH 51%, the sorption equilibrium was easily attained, whereas at higher relative humidity above RH 67%, the flakes were browned by higher equilibrium moisture content. The flakes were browned at relative humidity above 67% at $20^{\circ}C$ and $35^{\circ}C$, above 84% at $5^{\circ}C$, respectively. The moisture contents of monolayer value for the flakes were ranging from 5.80% to 6.20% (DB) with varying temperatures. And the necessity of moisture-proof packaging material suggested for the long term storage of the flakes because the lower moisture content and storage temperature, the higher driving force of wetting. Regression equation for browning rate prediction with relative humidity and storage temperature of the flakes was determined.

• Korean Journal of Food Science and Technology
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• v.20 no.3
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• pp.399-404
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• 1988

The sorption characteristics of garlic powder stored at various relative humidities and storage temperatures were studied. At lower relative humidity below RH 51%, the sorption equilibrium was easily attained, whereas at higher relative humidity above RH 67%, the powders were browned by higher equilibrium moisture content. The powders were browned at relative humidity above 67% at $20^{\circ}C\;and\;35^{\circ}C,\;above\;84%\;at\;5^{\circ}C$, respectively. The moisture contents of monolayer value for the powder were ranged from 5.53%(DB) to 5.92% (DB) with varying temperatures. And the necessity of moistureproof packaging material suggested for the long term storage of the powder because the lower moisture content and storage temperature, the higher driving force of wetting.

• Journal of the Korean Society of Food Culture
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• v.31 no.6
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• pp.634-642
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• 2016

Chinese cabbage is produced and consumed as a main material for kimchi and as a staple vegetable in Korea throughout the year. However, due to environmental changes unbalance between supply and demand is repeated annually, requiring development of long-term storage technologies. Chinese cabbages, were harvested, put in plastic boxes, and precooled at $2^{\circ}C$ for 24 hours using forced air precooler. After precooling, Chinese cabbages were MAP-treated with 0.02 mm HDPE film and functional film and stored at low temperature ($1{\pm}0.5^{\circ}C$). The weight-loss rates after 9-weeks of storage were 8.47% in the control group, 4.07% in the HDPE film-treated group, and 3.07% in the functional film-treated group, respectively, suppressing weight loss. Trimming loss rate after 6-weeks of storage was 6.86% in the functional film MAP-treated group and lower than 7.50% in the control group. In the sensory test with 7 points as the limit of commodity, the control group lost it after 6-weeks of storage while the MAP-treated groups retained over 7 points. The functional film MAP-treated group showed over 6 points for processing as kimchi until 9-weeks of storage, proving that Pallet-type MAP storage is effective for extending storage life of spring Chinese cabbage.

• 한국포장학회:학술대회논문집
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• 2006.11a
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• pp.54-73
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• 2006

Four different types of chitosan-based nanocomposite films were prepared using a solvent casting method by incorporating with four types of nanoparticles, i.e., an unmodified montmorillonite (Na-MMT), an organically modified montmorillonite (Cloisite 30B), a Nano-silver, and a Ag-zeolite (Ag-Ion). X-ray diffraction patterns of the nanocomposite films indicated that a certain degree of intercalation was formed in the nanocomposite films, with the highest intercalation in the Na-MMT-incorporated films followed by films with Cloisite 30B and Ag-Ion. SEM micrographs showed that in all the nanocomposite films, except the Nanosilver-incorporated one, nanoparticles were dispersed homogeneously throughout the chitosan polymer matrix. Consequently, mechanical and barrier properties of chitosan films were affected through intercalation of nanoparticles, i.e., tensile strength (TS) increased by 7-16%, while water vapor permeability (WVP) decreased by 25-30% depending on the nanoparticle material tested. In addition, chitosan-based nanocomposite films, especially silver-containing ones, showed a promising range of antimicrobial activity.