Article2009

L'influence du packaging sur les associations fonctionnelles et symboliques de l'image de marque

46 citations0/0 files storedRecherche et Applications en Marketing (French Edition)

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Consumer Packaging Perceptions and Trends Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

Cet article examine l'influence du packaging (couleur et forme) du produit sur certaines associations fonctionnelles (croyances envers la marque) et symboliques (personnalité de la marque) de l'image de marque. Les hypothèses sont testées par une expérimentation qui fournit une validation empirique du rôle du packaging dans la construction de l'image de marque.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2025Advances in Consumer Research 1997Dimensions of Brand Personality 1995Building Strong Brands 1997Dimensions of Brand Personality 1983Advances in Consumer Research 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods 1991Measuring the hedonic and utilitarian sources of consumer attitudes

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2019The Influence of Consumers’ Perceived Risks towards Eco-Design Packaging upon the Purchasing Decision Process: An Exploratory Study 2019Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model 2022CONSUMERS’ PERCEPTION OF SUSTAINABLE PACKAGING IN THE FOOD INDUSTRY 2010Impact de la personnalité de la marque sur la satisfaction et la ﬁdélité du consommateur

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