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Keywords: Product benefits
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Journal Articles
Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation
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Journal of Product & Brand Management (2023) 32 (3): 454–471.
Published: 25 October 2022
...Hsuan-Hsuan Ku; Pei-Ting Chen Purpose To heighten shopper interest, fast moving consumer goods marketers often attach supplementary labels to the package front to promote product benefits. This study aims to use claim credibility as the foundation for investigating how an extra affixed label...
