Package design influences on consumer-brand relationships and price perception

Open Access
Authors
Publication date 2009
Book title 8th International Conference on Research in Advertising (ICORIA), Klagenfurt, Austria: conference proceedings [CD-ROM]
Event 8th International conference on research in advertising (ICORIA), Klagenfurt, Austria
Organisations
  • Faculty of Social and Behavioural Sciences (FMG) - Amsterdam School of Communication Research (ASCoR)
Abstract This article compares the effects of package design on the consumer-brand relationship and price perception. In particular it analyses the effects of package design on two stages of the ionship: the initiation and the maintenance stage. The results show interesting differences between two relationship stages with regard to brand relationship quality (BRQ) and price perception. The study gives directions for the development of strong consumer-brand relationships by means of package design.
Document type Conference contribution
Language English
Downloads
312475.pdf (Submitted manuscript)
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