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",

year = "2020",

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day = "27",

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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