Beneke, Justin; Mathews, Ozayr; Munthree, Travys; … - In: Journal of Research in Marketing and Entrepreneurship 17 (2015) 2, pp. 165-192
Purpose – The purpose of this paper, conducted within an emerging market context, was to investigate the influence of colour in packaging on the purchase intent of consumers for bottled water. Colour, whether in branding or packaging, has always been an important attribute in attracting the...