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Influence of packaging attributes of a new soft-drink brand on customer engagement, brand experience and purchase intention of young Saudi consumers

Anisur Rehman, Adel Abdulmohsen Alfalah, Rajat Kumar Behera, Faraz Ahmad Abbasi, Asma Imtiaz

Young Consumers: Insight and Ideas for Responsible Marketers 1–17.

https://doi.org/10.1108/YC-01-2026-2932

Published: 11 May 2026

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