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Keywords: Limited edition packaging
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (6): 617–627.
Published: 24 June 2020
...Krisztina Rita Dörnyei Purpose Marketing practitioners consider packaging as a promising marketing tool, but current academic research covers mostly regular packages. Filling this gap, this paper aims to analyze why and how companies use limited edition packaging (LEP), which is defined...
