Product packaging metaphors: Effects of ambiguity and explanatory information on consumer appreciation and brand perception

Psychology and Marketing

Volumn 31, Issue 6, 2014, Pages 404-415

  Van Rompay, Thomas J L ^a   Veltkamp, Martijn ^a  

^a UNIVERSITY OF TWENTE   (Netherlands)

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EID: 84898794611     PISSN: 07426046     EISSN: 15206793     Source Type: Journal    
DOI: 10.1002/mar.20703     Document Type: Article

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