Article2009

The Influence of the Product Package on Functional and Symbolic Associations of Brand Image

48 citations0/0 files storedRecherche et Applications en Marketing (English Edition)

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

Abstract

This article examines the influence of the product package (color and shape) on some functional (brand belief) and symbolic associations (brand personality) of the brand image. Hypotheses are tested in an experiment that results in an empirical validation of the role of the package in the brand image enhancement process.

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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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