How packaging redesign shapes repurchase intention through brand memory: evidence from FMCG markets in Vietnam

Purpose This study examines how consumers' perceptions of packaging redesign are associated with repurchase intention through brand recognition and brand recall in fast-moving consumer goods (FMCG) markets. Drawing on customer-based brand equity and memory-based brand choice perspectives, packaging redesign is conceptualised as a recurring marketplace cue associated with brand salience and memory accessibility. Design/methodology/approach Survey data were collected from 460 Vietnamese consumers using a cross-sectional convenience sampling approach. Respondents evaluated packaging redesign based on FMCG brands with which they were familiar or repeatedly exposed in marketplace settings. The data were analysed using partial least squares structural equation modelling (PLS-SEM) to examine sequential relationships among packaging design attributes, brand memory, and repurchase intention. Findings The findings indicate that packaging material/typography demonstrates consistent positive associations with both brand recognition and brand recall, whereas packaging shape appears to operate more strongly through recognition-related mechanisms. Brand recall exhibits the strongest association with repurchase intention, while brand recognition appears to facilitate brand recall. The results further indicate significant indirect and sequential mediation patterns linking packaging redesign, brand recognition, brand recall and repurchase intention. In particular, certain packaging attributes appear to function more strongly as recognition-related cues than as recall-related memory associations. Originality/value Prior research on packaging and consumer behaviour has primarily focused on direct effects or single-mediator relationships. This study contributes additional insight by modelling a sequential recognition–recall mechanism within an FMCG context, thereby clarifying how different forms of brand memory are associated with repurchase intention through packaging-related cues.