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

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 proceeding › Conference contribution

Original language	English
Title of host publication	Proceedings of the European Marketing Academy
Publication status	Published - 27 May 2020

Keywords

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

Access to Document

http://proceedings.emac-online.org/index.cfm?abstractid=A2020-63389&Why%20Do%20Shoppers%20Choose%20your%20Pack?%20The%20Impact%20of%20Pr

Cite this

Yuen, T. W., Perschke, E., He, H., & Davies, G. (2020). Why Do Shoppers Choose your Pack? The Impact of Product Package Design on Consumers’ Brand Stereotypes and Purchase Intention. In Proceedings of the European Marketing Academy http://proceedings.emac-online.org/index.cfm?abstractid=A2020-63389&Why%20Do%20Shoppers%20Choose%20your%20Pack?%20The%20Impact%20of%20Pr

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title = "Why Do Shoppers Choose your Pack? The Impact of Product Package Design on Consumers{\textquoteright} Brand Stereotypes and Purchase Intention",

keywords = "Product package design, brand stereotypes, Centrality of Visual Product Aesthetics (CVPA)",

author = "Yuen, \{Tsunwai Wesley\} and Elle Perschke and Hongwei He and Gary Davies",

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language = "English",

booktitle = "Proceedings of the European Marketing Academy",

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AU - He, Hongwei

AU - Davies, Gary

PY - 2020/5/27

Y1 - 2020/5/27

KW - Product package design

KW - brand stereotypes

KW - Centrality of Visual Product Aesthetics (CVPA)

M3 - Conference contribution

BT - Proceedings of the European Marketing Academy

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