Effects of package visuals and haptics on brand evaluations

European Journal of Marketing

Volumn 47, Issue 1, 2013, Pages 198-217

  Littel, Sandra ^a   Orth, Ulrich R ^b,c  

^a ProduktMarkt Marketing Research   (Germany)

^b UNIVERSITY OF KIEL   (Germany)

^c UNIVERSITY OF SOUTH AUSTRALIA   (Australia)

Author keywords

Attractiveness; Brand image; Brand management; Brand personality; Congruence; Design; Packaging; Touch; Water

Indexed keywords

EID: 84873328197     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561311285510     Document Type: Article

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