Blending package shape with the gender dimension of brand image : how and why?
Jun Pang, Ying Ding
| Year of publication: |
2021
|
|---|---|
| Authors: | Pang, Jun ; Ding, Ying |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 38.2021, 1, p. 216-231
|
| Subject: | Brand image | Congruence effect | Package shape | Product preference | Visual branding | Markenimage | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Geschlecht | Gender | Verpackung | Packaging |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2020.06.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012506526