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

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

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 imag...

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Veröffentlicht in:Recherche et applications en marketing (English edition) 2009-06, Vol.24 (2), p.53-71
1. Verfasser: Pantin-Sohier, Gaëlle
Format: Artikel
Sprache:eng
Schlagworte:
Brand image
Brands
Communication
Consumers
Consumption
Generic products
Hypotheses
Logos
Marketing
Packaging
Perceptions
Personality
Studies
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Beschreibung
Zusammenfassung: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.
ISSN:2051-5707
2051-5707
DOI:10.1177/205157070902400203