Simple = Authentic : the effect of visually simple package design on perceived brand authenticity and brand choice
Yan Wang, Jing Jiang, Xiushuang Gong, Jie Wang
| Year of publication: |
2023
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|---|---|
| Authors: | Wang, Yan ; Jiang, Jing ; Gong, Xiushuang ; Wang, Jie |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 166.2023, p. 1-17
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| Subject: | "Simple = authentic" lay theory | Brand authenticity | Brand choice | Package design | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Glaubwürdigkeit | Credibility | Produktgestaltung | Product design | Markenartikel | Brand | Markenimage | Brand image | Verpackung | Packaging |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2023.114078 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014380318