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The Role of Packaging in Brand Identity by vuminhanh1312 is a document available to read on EtoBox.
What is The Role of Packaging in Brand Identity about?
The paper discusses the significant role of product packaging in creating and communicating brand identity, emphasizing its dual influence through mediated and lived experiences. It argues that packaging serves as a crucial product-related attribute that enhances consumer-brand relationships, particularly for low involvement nondurable products. The study provides qualitative data supporting the idea that packaging is not merely a symbolic element but a vital communication vehicle for brand meaning and cons
- Author
- vuminhanh1312
- Language
- EN