...Aline Simonetti; Enrique Bigne Purpose This study aims to investigate the impact of advertising, packaging and packaging information on brand performance throughout the customer journey of a new brand. Design/methodology/approach A real new brand was assessed through a controlled three-stage...

...Donata Tania Vergura; Beatrice Luceri Purpose The purpose of this paper is to investigate the influence of different spatial representations (foreground and background) of a product image on the package on the consumer emotional state and intention to buy the product, drawing upon the construal...

...Huda Khan; Larry Lockshin; Richard Lee; Armando Corsi Purpose The common market practice by global consumer brands to create localised packaging for foreign markets conflicts with findings that cast doubt on this strategy. By examining the differential influence of standard (Western) and local...

...Dr. Yuri Seo, Dr. Angela Gracia B. Cruz, Prof. Kim-Shyan Fam; Makoto Ono; Akinori Ono Purpose – This study aims to examine the various effects of two licensing factors – health claims and “FoSHU seal”, which can be appeared on packages only with permission. In the Food for specified health uses...

... information to avoid negative nutrients (Abbott, 1997 ; Hawkes, 2004). © Emerald Group Publishing Limited 2011 Environmental management Labelling Information disclosure Packaging Green marketing An executive summary for managers and executive readers can be found at the end...

...Alex Gofman; Howard R. Moskowitz; Tõnis Mets Purpose This paper seeks to explore approaches to consumer‐driven optimization of package design utilizing a novel modified conjoint analysis approach. The approach allows for dynamic creation and testing of a large number of design prototypes...

.... The first, (based on designers' opinions), to determine the key graphic variables in the design of packaging. The second, (based on consumers' opinions), to associate each packaging with a positioning strategy. The seven product‐positioning strategies selected were represented from the consumers' standpoint...

...James U. McNeal; Mindy F. Ji To elicit the visual memory of packaging that facilitates consumers’ identification and selection of products from store displays, children were asked to draw a cereal box and the results were compared with actual cereal boxes. Over 97 percent spontaneously drew...

... . The Invisible Touch – The Four Keys of Modern Marketing . New York, NY : Warner Books   2000 . 256 pp. , ISBN: ISBN 0‐446‐52417‐4   US $21.95 Marketing Packaging Pricing Communication Brands “What is satisfaction?” declares in a mere ten pages what marketers and salespeople have...