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Keywords: Consumer brand experience
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2023) 35 (2): 249–265.
Published: 02 February 2022
.... The study suggests that brand semiotics positively influence customer brand experience, brand trust and purchase intention of FMCG products. Practical implications The research findings will benefit FMCG companies to identify how to apply semiotics in packaging to improve consumers' brand experience...
