Why Do Shoppers Choose your Pack? The Impact of Product Package Design on Consumers’ Brand Stereotypes and Purchase Intention

Tsunwai Wesley Yuen, Elle Perschke, Hongwei He, Gary Davies

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy
Publication statusPublished - 27 May 2020


  • Product package design
  • brand stereotypes
  • Centrality of Visual Product Aesthetics (CVPA)

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