- Author
- Year
- 2009
- Title
- Package design influences on consumer-brand relationships and price perception
- Event
- 8th International conference on research in advertising (ICORIA), Klagenfurt, Austria
- Book/source title
- 8th International Conference on Research in Advertising (ICORIA), Klagenfurt, Austria: conference proceedings [CD-ROM]
- Document type
- Conference contribution
- Faculty
- Faculty of Social and Behavioural Sciences (FMG)
- Institute
- Amsterdam School of Communication Research (ASCoR)
- Abstract
- This article compares the effects of package design on the consumer-brand relationship and price perception. In particular it analyses the effects of package design on two stages of the ionship: the initiation and the maintenance stage. The results show interesting differences between two relationship stages with regard to brand relationship quality (BRQ) and price perception. The study gives directions for the development of strong consumer-brand relationships by means of package design.
- Language
- English
- Persistent Identifier
- https://hdl.handle.net/11245/1.312475
- Downloads
-
312475.pdf(Submitted manuscript)
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