Exploring relationship among semiotic product packaging, brand experience dimensions, brand trust and purchase intentions in an Asian emerging market

Purpose Over recent years, brand semiotics have been gaining the marketing practitioners' attention for designing their brand strategy. Hence, to address this gap, the current study investigates the effect of semiotic product packaging on brand experience dimensions, brand trust and purchase intent of reputed major brands of fast-moving consumer good (FMCG) products. Design/methodology/approach The data for this study were collected by administering a questionnaire-based survey from 254 respondents from the Delhi National Capital Region (NCR) of India, using systematic sampling. Structural equation modeling has been used to test the conceptual model and examine the hypotheses developed in the study. Findings The results present evidence of the growing influence of semiotic product packaging upon consumer brand trust and purchase intentions. The study suggests that brand semiotics positively influence customer brand experience, brand trust and purchase intention of FMCG products. Practical implications The research findings will benefit FMCG companies to identify how to apply semiotics in packaging to improve consumers' brand experience and influence intent to purchase. Originality/value Research in brand semiotics on product packaging is limited, as most prior studies focus on brand semiotics in advertising, product design improvement and retail design. The present study has investigated the impact of semiotics on brand experience dimensions in product packaging, which is emerging as a critical concern for the FMCG sector particularly in the post-COVID period.