Short brand stories on packaging : an examination of consumer responses
Eeva Solja, Veronica Liljander, Magnus Söderlund
| Year of publication: |
2018
|
|---|---|
| Authors: | Solja, Eeva ; Liljander, Veronica ; Söderlund, Magnus |
| Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 35.2018, 4, p. 294-306
|
| Subject: | brand story | consumer brand responses | experiment | FMCG | packaging | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Verpackung | Packaging | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21087 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011970152