Sozialtechnische Gestaltung der Ästhetik von Produktverpackungen

Tobias Langner · Franz‐Rudolf Esch

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Consumer Packaging Perceptions and Trends Consumer Retail Behavior Studies Material Properties and Processing

Abstract

Die Rahmenbedingungen der Vermarktung von Konsumgütern haben sich in den letzten Jahren drastisch verschärft. Die zentralen Charakteristika gesättigter Märkte wie die Informationsüberlastung der Konsumenten, die Austauschbarkeit der Angebote sowie die Erlebnisorientierung vieler Zielgruppen fuhren dabei zu einer wachsenden Bedeutung der Verpackungsgestaltung im Rahmen des Marketing-Mix.

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References

2025Advances in Consumer Research 1968Attitudinal effects of mere exposure.1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.1983Advances in Consumer Research 1992Advances in Consumer Research 2002The C-OAR-SE procedure for scale development in marketing

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2020Produktpolitik

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