Package design as a communications vehicle in cross-cultural values shopping

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Date: Spring 2009
From: Journal of International Marketing(Vol. 17, Issue 1)
Publisher: American Marketing Association
Document Type: Report
Length: 57 words

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Abstract :

A study was conducted to show that consumers infer brand values from packages and form their purchase intentions on the basis of those values. The results of the study emphasize the ability of packages to convey meaning in terms of brand values, and they also affirm the role of brand values as predictors of consumer purchase intentions.

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Source Citation   

Gale Document Number: GALE|A197001064